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

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The trade marketing genius at the leading edge of nowadays’s entertainment marketing revolution helps corporate The usa get hip to nowadays’s new consumer—the tan generation.

When Fortune 500 companies want to reenergize or reinvent a lagging logo, they call Steve Stoute. Along with marrying cultural icons with blue-chip marketers, Stoute has helped identify and turn on a brand new generation of shoppers. He traces how the “tanning” phenomenon raised a generation of black, Hispanic, white, and Asian consumers who have the similar “mental complexion” in accordance with shared experiences and values, fairly than the more and more beside the point demographic boxes which have been used to a fault by corporate The usa. Stoute believes there&aposs a language gap that should be bridged with a purpose to have interaction probably the most robust market force within the history of commerce.

The Tanning of America supplies that very translation guide. Drawing from his company’s case studies, in addition to from extensive interviews with leading figures in a couple of fields, Stoute presents an insider’s view of the way the transcendent power of pop culture helps reinvigorate and revitalize the American dream.

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