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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.
Customer ReviewsMost Helpful
By Marcus Raman on 12-09-16
Marketers Must Read!
One of the best books on marketing and the examination of how celebrity pushes forward culture that I have every ready.
Steve Stoute is truly a brilliant marketing mind, one of kind in a generation, responsible for some of the most notable culture shifting marketing strategies - resulting in the broad adoption of a hip hop culture - that we've ever seen in the modern era of Millennial cool.
This book provides a detailed and storied window into how he and other major marketing luminaries - from executives to pop culture icons - were able to push forward the culture of America until it is what we know of it today.
There's a plethora of great unconventional wisdom and practical advice for brand managers and marketing executives who are paying attention, that's for sure.
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