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How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy
Gotham
October 2011
On Sale: October 8, 2011
320 pages
ISBN: 1592404812
EAN: 9781592404810
Hardcover
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Non-Fiction
When Fortune 500 companies need to re-energize 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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