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

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The industry marketing genius at the leading edge of lately’s entertainment marketing revolution helps corporate The us get hip to lately’s new consumer—the tan generation.

When Fortune 500 companies wish to reenergize or reinvent a lagging emblem, 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 keeping with shared experiences and values, relatively than the an increasing number of beside the point demographic boxes which have been used to a fault by corporate The us. Stoute believes there&aposs a language gap that will have to be bridged with the intention to have interaction probably the most tough 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 more than one fields, Stoute presents an insider’s view of ways the transcendent power of pop culture helps reinvigorate and revitalize the American dream.


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