The tanning of America : how hip-hop created a culture that rewrote the rules of the new economy / Steve Stoute with Mim Eichler Rivas.

By:

Stoute, Steve, 1970-

Contributor(s):

Rivas, Mim Eichler

Publication details: New York : Gotham Books, c2011.Description: xxx, 290 p. ; 24 cmISBN:

9781592404810
1592404812

Subject(s):

DDC classification:

306.1 22

LOC classification:

HF5415.1 .S76 2011

Summary: 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," 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 used by corporate America. Stoute believes there is a language gap that must be bridged in order to engage this market force, and this book provides that 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 power of popular culture is helping reinvigorate the American dream.--From publisher description.

Holdings ( 1 )
Title notes ( 1 )

Holdings
Item type	Current library	Shelving location	Call number	Copy number	Status	Date due	Barcode
Book	NMC Library	Stacks	HF5415.1 .S76 2011 (Browse shelf(Opens below))	1	Available		33039001184158

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Previous	HF5415 .M33645 2002 The deviant's advantage : how fringe ideas create mass markets /	HF5415 .M37953 2013 The complete marketer : 60 essential concepts for marketing excellence /	HF5415.1 .F72 1997 The conquest of cool : business culture, counterculture, and the rise of hip consumerism /	HF5415.1 .S76 2011 The tanning of America : how hip-hop created a culture that rewrote the rules of the new economy /	HF5415.1255 .C66 2008 OBD : obsessive branding disorder : the business of illusion and the illusion of business /	HF5415.1255 .G673 2012 Uprising : how to build a brand--and change the world--by sparking cultural movements /	HF5415.1255 .T86 2008 Branded male : marketing to men /	Next

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," 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 used by corporate America. Stoute believes there is a language gap that must be bridged in order to engage this market force, and this book provides that 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 power of popular culture is helping reinvigorate the American dream.--From publisher description.