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

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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 - by learning from hip-hop and youth culture.
"He is the conduit between corporate America and rap and the streets-he speaks both languages." -Jay-Z
"It's amazing to see the direct impact that black music, videos and the internet have had on culture. I've seen so many people race to the top of pop stardom using the everyday mannerisms of the hood in a pop setting. It's time to embrace this phenomenon because it ain't going nowhere!" -Kanye West
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 (Beyoncé for Tommy Hilfiger's True Star fragrance, and Justin Timberlake for "lovin' it" at McDonald's), 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. This consumer is a mindset-not a race or age-that responds to shared values and experiences, rather than the increasingly irrelevant demographic boxes that have been used to a fault by corporate America. And 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 of multiple fields, Stoute presents an insider's view of how the transcendent power of popular culture is helping reinvigorate and revitalize the American dream. He shows how he bridges the worlds of pop culture, brand consulting, and marketing in his turnkey campaigns offers keen insight into other successful campaigns-including the election of Barack Obama-to illustrate the power of the tan generation, and how to connect with it while staying true to your core brand.
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Grouping Information

Grouped Work IDb8b928d0-281c-87b8-5375-ac18c2c67d82
Grouping Titletanning of america how hip hop created a culture that rewrote the rules of the new economy
Grouping Authorsteve stoute
Grouping Categorybook
Grouping LanguageEnglish (eng)
Last Grouping Update2022-12-05 04:40:51AM
Last Indexed2022-12-05 05:12:30AM

Solr Fields

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auth_author2
Rivas, Mim Eichler
Washington, Kerry, 1977-
author
Stoute, Steve
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display_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 - by learning from hip-hop and youth culture.
"He is the conduit between corporate America and rap and the streets-he speaks both languages." -Jay-Z
"It's amazing to see the direct impact that black music, videos and the internet have had on culture. I've seen so many people race to the top of pop stardom using the everyday mannerisms of the hood in a pop setting. It's time to embrace this phenomenon because it ain't going nowhere!" -Kanye West
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 (Beyoncé for Tommy Hilfiger's True Star fragrance, and Justin Timberlake for "lovin' it" at McDonald's), 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. This consumer is a mindset-not a race or age-that responds to shared values and experiences, rather than the increasingly irrelevant demographic boxes that have been used to a fault by corporate America. And 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 of multiple fields, Stoute presents an insider's view of how the transcendent power of popular culture is helping reinvigorate and revitalize the American dream. He shows how he bridges the worlds of pop culture, brand consulting, and marketing in his turnkey campaigns offers keen insight into other successful campaigns-including the election of Barack Obama-to illustrate the power of the tan generation, and how to connect with it while staying true to your core brand.
format_addison
eAudiobook
eBook
format_category_addison
Audio Books
eBook
id
b8b928d0-281c-87b8-5375-ac18c2c67d82
isbn
9781101529119
9781982488284
last_indexed
2022-12-05T11:12:30.732Z
lexile_score
-1
literary_form
Non Fiction
literary_form_full
Non Fiction
local_callnumber_addison
Online OverDrive
owning_library_addison
Addison Public Library Online
owning_location_addison
Online OverDrive Collection
primary_isbn
9781982488284
publishDate
2011
2014
publisher
Blackstone Publishing / Urban Audiobooks
Penguin Publishing Group
recordtype
grouped_work
subject_facet
Consumers -- United States
Hip-hop -- Economic aspects
Hip-hop -- Social aspects
Hip-hop -- United States
Marketing -- United States
Rap (Music)
title_display
The Tanning of America How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy
title_full
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 [electronic resource] Stoute, Steve, 1970-
title_short
The Tanning of America
title_sub
How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy
topic_facet
Business
Consumers
Economic aspects
Hip-hop
Marketing
Nonfiction
Rap (Music)
Social aspects
Sociology

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overdrive:3b02143b-0ad2-4afc-af4d-9f5d40112dfbeBookeBookEnglishPenguin Publishing Group2011

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