The business marketing genius at the forefront of today's entertainment marketing revolution helps corporate America get hip to today's new consumer - the tan generation.
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" - one based on shared experiences and values rather than the increasingly irrelevant demographic boxes that have been used to a fault by corporate America. But there is a language gap that must be bridged to engage the most powerful market force in the history of commerce.
The Tanning of America provides the needed translation guide. Drawing from his company's case studies, as well as from extensive interviews with leading figures in multiple fields, Stoute presents an insider's view of how the transcendent power of popular culture is helping reinvigorate and revitalize the American dream.
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- Amazon Customer
Every marketing expert shoud listen to this!
Yes.....First off...I thought this was going to be a book about how america is turning black or tanning up. It's totally the opposite. Steve Stoute definetly gives an in depth behind the scenes look on how marketing took off dealing with particular brands. Stoute gives a detailed timeline from the 70's to 2010 of marketing perspectives.
I don't think there is a book comparable to The Tanning Of America. This book details historic moments of brands and marketing from Steve's perspective and his closest colleagues.
One of my favorite scenes was when Run DMC was on stage and they held the adidas shoe over their heads and the whole audience of thousands did the same with their show. It seemed like I caught the visual in my mind and could actually feel the moment.
Honestly the whole book was moving to me. I plan on listening to it again. Another moving moment was when Death Row was shopping the album to Interscope and Jimmy Iovine got it the whole album.
Give it a try. I stayed away from the book because of the title but decicded to get it and give it a try. I've heard Steve Stoute's named mentioned in several songs but never knew he was such a big figure in marketing.
I am a Kerry Washington fan but Im not to estatic about her narrating the book. I felt it took something away from the book. Like it was almost too proper.