Measuring The Brand Value of Hip Hop Families From Cash Money to Roc-A-Fella

Ruff Ryders: A Short Lived Union

Grade: C

Notable Members: DMX, Eve, JadaKiss

The short lived “Ruff Ryders” collective wasn’t much of a business powerhouse in terms of stability or lasting power but Patton says that their ability to brand themselves for the short term amongst consumers was an achievement. “I think they had a really strong run. [The Ruff Ryders label] did get branding on a conceptual level,” he said. “They understood how to create value through their artists and through other platforms and across platforms.” The ferocity of DMX and the matching female fierceness of the up and coming Eve played up the edgy theme of the label.

“Their position was one of an aggressive brand. In that time, they did an effective job of owning that piece of the consumer mindset in terms of their street credibility. The logo, the look, the feel, the whole thing was very consistent. Their brand identity was always consistent.”