Highbrid takes a similar approach to grassroots marketing in the ethnic community that a doctor or nurse might take with medication. Sure you can give a patient a pill and wait for it to eventually trickle down through the digestive system into the bloodstream, or you can intravenously inject that medication directly for maximum and immediate impact. Highbrid prescribes to the later. By using influencers or tastemakers in the targeted community to spread the brand messaging, you can get theimmediate and maximum impact of intravenous inoculation into the bloodstream of the community. Barbers were perfect for that.