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, rather than the increasingly irrelevant demographic boxes that have been used to a fault by corporate America. 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 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.
|Publisher:||Penguin Publishing Group|
|Product dimensions:||5.30(w) x 7.90(h) x 0.70(d)|
|Age Range:||18 Years|
About the Author
Table of Contents
Overture: Tanning in Trans-La-Tion xv
Part 1 How Tanning Happened
Chapter 1 Walk This Way 3
Chapter 2 Hard Knock Life 27
Chapter 3 For Us by Us 49
Chapter 4 All Business is Show Business 73
Part 2 The Power, Pitfalls, and Potential of Tanning
Chapter 5 Marketing CDS with Shoelaces 107
Chapter 6 Mirrors and the Velvet Rope 135
Chapter 7 Future Shock Remix 165
Chapter 8 Selling Mind-Sets, Not Products 197
Part 3 The Future of the Tan World
Chapter 9 1520 Sedgwick Avenue-1600 Pennsylvania Avenue 229
Chapter 10 Tan is the New Cool 251
Coda: Culture's Next In-Car-Na-Tion 271
What People are Saying About This
“[He’s] the right guy for guiding brands in using the record industry to reach youth culture in a credible way.”
“He’s the conduit between corporate America and rap and the street, and the music industry generally,…he speaks both languages.”
“Steve is credible in the music and entertainment worlds. Then he can switch gears, walk into the boardroom of a Fortune 500 company and speak his ideas in a way they can understand.”
Most Helpful Customer Reviews
This book is extremely relevant, especially considering today's economic climate. It connects the dots between a large diverse consumer base previously ignored huge business conglomerates. When purchases are made based on the "cool factor" as opposed to it's necessity, it's safe to say it's a group to be reckoned with; and one retailers should never ignore or take for granted.
Great Book. This book combines Hip Hop culture and marketing, a must read for any marketing student.
It is important to acknowledge a refreshing perspective on the forces contributing to mainstream retail enjoying what I call the "Co-branding of America"