One of the greatest freestyle rhymers of his era, Big L’s improvisational lyrical ability drew attention and praise across New York in the early 90s. Lyrically, one of his greatest achievements was Ebonics (Criminal Slang) - a track where he went beyond the punchline and straight to the dictionary, smoothly and rhythmically dissecting and explaining slang. The track goes deep, and includes easter eggs like a sample of Nas’ Aint Hard to Tell - with the criminal slang line in the chorus - acknowledging other rappers who were using slang in their rhymes.

Sidebar - You can read more about the brand lessons from sampling and Nas in my earlier post.

Big L disrupted conventions because he gave anyone who listened an opportunity to identify with Hip-hop. You didn’t need to be from the street to understand what he was saying because he translated meaning. You just needed to listen to this track and you could decode 90% of hip-hop.

Language is powerful - it is an index of identity, power and solidarity. When Big L let you in on the language he gave you a chance to feel solidarity or to identify with hip-hop. Big L grants the listener a deeper and more intimate kind of access and connection to hip-hop and street culture when he broke down,

Yo, yo, a burglary is a jook
A wolf's a crook
Mobb Deep already explained the meanin' of shook
If you caught a felony, you caught a F
If you got killed, you got left
If you got the dragon, you got bad breath
If you 730, that mean you crazy
"Hit me on the hip" means page me

Sidebar - you can read more about the brand lessons from Mobb Deep’s Shook in an earlier post as well.

Like Hip-hop, brand’s can harness the power of language to build insular communities or provide a glossary that invites more customers in. Your brand has a choice - hide the language or broadcast the language.

Big L chose to broadcast. He invited the listener in. Conversely, Nas and many other rappers, opted to leave the language coded - speaking to those in the know. Each has its benefits, and ultimately it is a matter of what fits best with your brand identity and principles.

Secret Menus like In-N-Out or Starbucks, which act as a sort of criminal slang, are one manifestation because they create a sub-group of customers who navigate the brand world differently than the masses. The secret menu is the Nas approach. The person who can speak in that language is in the know, and the language gives the customer a deeper outlet for engaging with the brand.

Conversely, language can also build community at mass if the brand diagrams the details -

• Verbal via a menu - How your customers speak (e.g. tall, grande venti)

• Social via website - How your customers engage with one another (e.g. Crossfit communities)

• Fashion via public ritual - How your customers dress (e.g. Seahawks 12)