The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy

The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy

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By (author) Steve Stoute, With Mim Eichler Rivas

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  • Publisher: GOTHAM BOOKS
  • Format: Paperback | 290 pages
  • Dimensions: 132mm x 200mm x 20mm | 240g
  • Publication date: 7 August 2012
  • Publication City/Country: New York
  • ISBN 10: 1592407382
  • ISBN 13: 9781592407385
  • Edition statement: Reprint
  • Sales rank: 378,352

Product description

The business marketing genius at the forefront of today's entertainment marketing revolution helps corporate America get hip to today's new consumer--the tan generation.When Fortune 500 companies need to reenergize or reinvent a lagging brand, they call Steve Stoute. In addition to marrying cultural icons with blue-chip marketers, Stoute has helped identify and activate a new generation of consumers. He traces how the "tanning" phenomenon raised a generation of black, Hispanic, white, and Asian consumers who have the same "mental complexion" based on shared experiences and values, rather than the increasingly irrelevant demographic boxes that have been used to a fault by corporate America. Stoute believes there is a language gap that must be bridged in order to engage the most powerful market force in the history of commerce."The Tanning of America" provides that very translation guide. Drawing from his company's case studies, as well as from extensive interviews with leading figures in multiple fields, Stoute presents an insider's view of how the transcendent power of popular culture is helping reinvigorate and revitalize the American dream.

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Author information

Advertising Hall of Achievement inductee Steve Stoute is the founder and CEO of the leading brand-marketing firm Translation. He is also the managing director and CEO of hair-and-body-care line Carol's Daughter, and has appeared in the critically acclaimed book and HBO series "The Black List."

Review quote

"Steve is credible in the music and entertainment worlds. Then he can switch gears, walk into the boardroom of a Fortune 500 company and speak his ideas in a way they can understand."--Dennis Baldwin, Reebok's top marketer