The title “What These Want” is inextricably linked to the late Earl Simmons, better known as DMX. While the song itself remains a staple of hip-hop culture, the phrase serves as a poignant starting point for a deeper exploration of brand strategy. In an era where corporate messaging is often polished to the point of sterility, the “DMX brand” stands as a monumental case study in raw, unfiltered authenticity.
For brand strategists, personal branding experts, and corporate identity consultants, the question “what do they want?” is the fundamental query that drives every campaign. By analyzing the brand trajectory of DMX, we can uncover vital lessons about what modern consumers—and the market at large—are actually seeking in the 2020s. Hint: it isn’t perfection; it’s truth.
The Anatomy of a Raw Brand: The DMX Blueprint
DMX did not just build a career; he built a distinct brand identity that was recognizable within seconds of hearing a single note or seeing a single frame of a music video. His brand was built on a foundation of “The Real,” a concept that many modern brands claim to aspire to but few actually achieve.
Vulnerability as a Competitive Advantage
In traditional brand strategy, “vulnerability” was long considered a weakness. Corporate entities sought to appear infallible, powerful, and monolithic. DMX inverted this. His brand was built on the open admission of struggle, pain, and contradiction.
From a strategic standpoint, this created a high level of “Brand Trust.” When a brand is honest about its flaws, its triumphs feel earned and its messaging feels credible. Modern consumers, particularly Gen Z and Millennials, have developed a keen “inauthenticity radar.” They are no longer moved by the polished corporate veneer. They want to see the “scars” of a brand—the challenges overcome and the values held even when it’s difficult.
The Power of Distinct Visual and Sonic Identity
A successful brand must be instantly identifiable. DMX achieved this through a “Sonic Logo”—the iconic growl and bark. This wasn’t just a gimmick; it was a rhythmic signature that signaled a specific brand promise: intensity and grit.
Visually, DMX maintained a consistent corporate identity that eschewed the flashy, “shiny suit” aesthetics of his late-90s peers. His brand was characterized by carhartt jackets, timberland boots, and a lean, athletic physicality. This consistency ensured that no matter where he appeared, the brand remained cohesive. For modern businesses, this highlights the importance of maintaining a “Brand Voice” and “Visual Language” that is consistent across all touchpoints, from social media to physical packaging.
“What These Want”: Understanding Consumer Intent in the Modern Era
When DMX asked “What these [ones] want from a [man]?”, he was touching on the exhaustion of navigating complex demands. In the world of marketing and brand strategy, we must ask the same: What does the consumer actually want from a brand in a saturated market?
Moving Beyond Surface-Level Engagement
For years, digital marketing focused on “eyeballs”—the sheer volume of impressions. However, DMX’s brand longevity proves that depth is more valuable than breadth. Consumers today do not want more content; they want more connection.
“What they want” is a sense of belonging. DMX’s fans didn’t just buy his albums; they felt part of the “Ruff Ryders” movement. This is the pinnacle of brand strategy: transforming a customer into a community member. To achieve this, brands must move beyond transactional relationships and start building “Brand Tribes.” This involves creating shared values and common goals that go beyond the product itself.
The Shift from Transactions to Emotional Resonance
Traditional branding often focuses on the “Features and Benefits” (the “What”). However, the DMX brand was built entirely on the “Why” and the “How.” His music didn’t just provide entertainment; it provided emotional catharsis.
Modern brands that want to survive the current economic climate must find their emotional resonance. Whether it is the peace of mind offered by a security app or the sense of adventure promised by an outdoor gear brand, the emotional “hook” is what creates loyalty. When consumers ask “what do I want?”, the answer is rarely the physical item—it is the feeling they hope the item will facilitate.
Brand Strategy: Building Consistency in a Fragmented Market
One of the greatest challenges in brand management is maintaining a core identity while evolving with the times. DMX’s career offers a masterclass in how to stay “On-Brand” even as the cultural landscape shifts.
Staying True to the Core Message
Throughout his decades-long career, DMX never pivoted to chase trends. While hip-hop moved through various phases—from “Bling-Bling” to “Auto-tune” to “Mumble Rap”—DMX remained the same. This stubborn adherence to his core brand identity is why he remained a legend while many of his contemporaries faded away.
In corporate strategy, this is known as “Brand Integrity.” There is often a temptation to pivot your brand based on the latest viral trend. However, constant pivoting dilutes brand equity. If a brand is “everything to everyone,” it ultimately becomes “nothing to anyone.” A strong brand strategy requires the courage to say “no” to trends that do not align with the core mission.
The Role of Storytelling in Sustaining Brand Longevity
DMX was a storyteller. His lyrics were narrative arcs of redemption, temptation, and survival. This narrative approach is what made his brand so sticky.
In marketing, storytelling is the most effective tool for memory retention. A consumer might forget a statistic or a price point, but they will remember a story. Brands that successfully utilize storytelling—showing the human side of their founders, the journey of their products, or the impact they have on customers—build a narrative that consumers want to be a part of. The “DMX Story” was one of the underdog fighting for his soul; every brand should have a clear, compelling narrative arc that defines its existence.
Applying the “DMX Method” to Modern Corporate Identity
How can a modern corporation or a solo entrepreneur apply the principles of an aggressive, raw hip-hop icon to their professional branding? The answer lies in the radical adoption of human-centric design and communication.
Humanizing the Brand
The “DMX Method” is essentially the humanization of a public persona. In the corporate world, this translates to “Social CEO-ship” and “Transparent Marketing.” It means moving away from the “We are pleased to announce” style of communication toward something more direct and conversational.
Humanizing a brand involves:
- Direct Communication: Speaking to the audience like individuals rather than a demographic.
- Behind-the-Scenes Access: Showing the process, including the mistakes.
- Employee Advocacy: Allowing the real people behind the brand to be the faces of the company.
Managing the “Rough Edges” of Professional Identity
DMX was famously flawed, and he incorporated those flaws into his brand. While a corporation shouldn’t necessarily highlight its failures in the same way, there is a strategic advantage to acknowledging the “rough edges.”
In the world of Brand Strategy, this is often called “The Pratfall Effect.” Studies show that people’s attractiveness increases when they make a mistake, as it makes them more relatable. A brand that admits a mistake in a shipping delay or a product flaw—and handles it with genuine, unscripted humility—often gains more loyalty than a brand that never admits fault. The “rough edges” of a brand are what make it real. In a world of AI-generated perfection, the “human touch” (imperfections and all) is becoming a premium brand asset.
Conclusion: The Final Word on Brand Truth
The question “What these want” ultimately has a simple answer: they want the truth. DMX’s enduring legacy is a testament to the fact that authenticity is the most sustainable brand strategy in existence. Whether you are a multi-billion dollar corporation or a personal brand starting from a home office, the principles of clarity, vulnerability, and consistency remain the same.
By focusing on emotional resonance rather than just transactions, and by maintaining a core identity even in the face of shifting trends, a brand can achieve more than just market share—it can achieve cultural relevance. Like DMX, the brands that “bark” with a purpose and stay true to their grit are the ones that will be remembered long after the music stops.
In the end, branding isn’t about what you sell; it’s about who you are and the truth you represent to your audience. That is what they truly want.
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