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

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Please try again. Be the first to discover new talent! Each week, our editors select the one author and one book they believe to be most worthy of your attention and highlight them in our Pro Connect email alert. Sign up here to receive your FREE alerts. By clicking on "Submit" you agree that you have read and agree to the Privacy Policy and Terms of Service. Email Newsletter. Log In. Toggle navigation MENU. It's time to embrace this phenomenon because it ain't going nowhere! When Fortune companies need to reenergize or reinvent a lagging brand, they call Steve Stoute.

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. No Logo.

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

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THE TANNING OF AMERICA by Steve Stoute , Mim Eichler Rivas | Kirkus Reviews

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Jennifer L. Hip Hop America. Nelson George. Small Message, Big Impact. Terri L. Marc Ecko. Celebrity, Inc.

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Jo Piazza. How Brands Become Icons. Hug Your Haters. Jay Baer. Self-Promotion for the Creative Person. Lee Silber. The Message of You.

Steve Stoute Talks Developing The Jacob Watch, Creating 'Still D.R.E.' & His First Deal With Jay-Z

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Imprint New York : Gotham Books, c Physical description xxx, p. Online Available online.