How well is your brand performing in its commitment to diversity? Wouldn’t you like to know? Well, say hello to the Brand Inclusivity Performance Index.


Find out how your brand stacks up against competitors plus discover how your brand can have strong, meaningful connections among today’s diverse consumers. BIP FTW.

CHECK OUT YOUR BRAND'S BIP SCORE:

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BIP SCORE

115

they said shine and you said, “how bright?”

Your BIP is off the charts!All the work put into an authentic cross-cultural focus has made your brand a shining example of how this gets done. At this point, you can teach a masterclass on the subject.

OK, WE SEE YOU!

Your BIP Score is boppin’! Looks like you’ve got the whole cross-culturalism thing down – but there’s still room to kick it up another notch (or two). Is your brand up to it?

to be fair, pretty good is pretty good

Ok. So don’t think of this as third place. Think of it as you’re only a few steps away from taking your brand from pretty good to pretty amazing at connecting with today’s cross-cultural audiences.

you’re so close to being close

We get it. One day you woke up and suddenly the world was a little more…colorful. But it’s time to realize just what this really means to your brand and its future.
The good thing is you’re on your way, but don’t stop now. There’s plenty of room for improvement.

it’s ok, we got you

Your BIP could be better. Taking the steps to be more open and inclusive will not only benefit your brand on the surface, but it will also bring a deep impact to your entire core. So, imagine, if things are good for your brand now, it wouldn’t be too hard to make it a whole lot better.

say this with us: we will do better!

Okay. Don’t freak out! This is actually a good thing, because as they say: the only way to go from here is up. There’s much to learn, and your brand only gets stronger with every lesson. Time to get to work to bump up that BIP.

HOW DOES YOUR BRAND COMPARE?

BIP SCORE >140

BIP SCORE 121-140

BIP SCORE 100-120

BIP SCORE 80-99

BIP SCORE 60-79

BIP SCORE <60

so, what’s our method?

LERMA/ has evaluated over 5,600 brands distributed across the U.S. and measured 8 different data inputs to determine the BIP index score of each brand. Scores are intended to be as objective as possible based on publicly available data sources, including MRI and Simmons. Data was tabulated manually to establish benchmarks and ensure standardization, consistency, weighting, and quality control.
Commit to diversity and inclusion within leadership teams, employee hiring practices, vendor partnerships, and community outreach initiatives

Maintain established partnerships with advertising and marketing agencies dedicated to cross-cultural and diverse segments

Make dedicated financial investments in culturally relevant marketing that targets specific ethnic groups or underserved segments

Consistently maintain targeted advertising for diverse audiences

Serve diverse consumer segments that comprise a notable proportion of the brand’s current consumer base

Prove commitment and advocacy through relevant memberships in organizations focused on diversity and inclusion

ready to reach and engage with cross- cultural audiences on a deeper level? Let’s talk

LERMA/ is a Dallas-based full-service branding, creative, and digital agency with over 50 employees who care passionately about creating insightful and relevant marketing strategies for an ever-
evolving America.

 

We were founded in 2009 as a Hispanic-focused agency by Pedro Lerma in response to the evolving U.S. demographic and cultural landscape. Over the years, we have evolved into a lead agency across all consumer segments (African American, Asian, Hispanic, Non-Hispanic White). Part of that evolution has driven steady growth in our agency revenue and the ability to attract the best talent, invest in new technology, and be at the forefront of the changes in the advertising landscape.

 

We remain proudly independent, which allows us to define our own priorities to do great work, take care of our clients, and take care of our people.

Let’s begin the conversation

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We’d love to hear from you.

WHERE TO FIND US

@2021 LERMA/ INC. All Rights Reserved.
7007 Twin Hills Ave. Suite 300
Dallas, TX 75231 U.S.A
(214) 891 4100