The tanning of America: how hip-hop created a culture that rewrote the rules of the new economy

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Pub. Date:
2011.
Language:
English
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”—one based on shared experiences and values rather than the increasingly irrelevant demographic boxes that have been used to a fault by corporate America. But there is a language gap that must be bridged to engage the most powerful market force in the history of commerce.

The Tanning of America provides the needed 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.

A Blackstone Audio production.

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ISBN:
9781592404810
9781101529119
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Grouping Information

Grouped Work ID 7ae10d96-92b2-edae-2e6d-babce431d85d
Grouping Title tanning of america how hip hop created a culture that rewrote the rules of the new economy
Grouping Author stoute steve
Grouping Category book
Last Grouping Update 2018-10-18 04:48:32AM
Last Indexed 2018-10-18 04:52:01AM

Solr Details

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accelerated_reader_point_value 0
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auth_author2 Rivas, Mim Eichler.
author Stoute, Steve, 1970-
author2-role Rivas, Mim Eichler.
author_display Stoute, Steve
available_at_arlington Central
collection_arlington Adult Nonfiction
detailed_location_arlington Central Adult Nonfiction
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 (Beyonč 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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id 7ae10d96-92b2-edae-2e6d-babce431d85d
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lexile_score -1
literary_form Non Fiction
literary_form_full Non Fiction
local_callnumber_arlington 306.1 STOUT, Online OverDrive
owning_library_arlington Arlington Public Library, Aurora Hills, Central, Cherrydale, Columbia Pike, Connection Crystal City, Detention Center, Glencarlyn, Local History, Plaza, Shirlington, Westover
owning_location_arlington Central
primary_isbn 9781592404810
publishDate 2011
record_details ils:.b13609889|Book|Books||English|Gotham,|2011.|xxx, 290 pages ; 24., overdrive:3b02143b-0ad2-4afc-af4d-9f5d40112dfb|eBook|eBook||English|Penguin Publishing Group|2011|
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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 / Steve Stoute with Mim Eichler Rivas
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, Nonfiction