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

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9781592404810
9781101529119
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Grouped Work ID 7ae10d96-92b2-edae-2e6d-babce431d85d
Grouping Title tanning of america how hip hop created a culture that rewrote the rules of the new economy
Grouping Author stoute steve
Grouping Category book
Last Grouping Update 2019-08-25 07:27:10AM
Last Indexed 2019-08-25 07:40:26AM

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auth_author2 Rivas, Mim Eichler
author Stoute, Steve, 1970-
author2-role Rivas, Mim Eichler
author_display Steve Stoute
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Eva H. Perry Regional
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collection_catalog Adult Non-Fiction
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Eva H. Perry Regional - Adult Non-fiction
Fuquay-Varina Community - Adult Non-fiction
Northeast Regional - Adult Non-fiction
West Regional - Adult Non-fiction
display_description "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 - by learning from hip-hop and youth culture. "He is the conduit between corporate America and rap and the streets-he speaks both languages." -Jay-Z "It's amazing to see the direct impact that black music, videos and the internet have had on culture. I've seen so many people race to the top of pop stardom using the everyday mannerisms of the hood in a pop setting. It's time to embrace this phenomenon because it ain't going nowhere!" -Kanye West 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 (Beyoncé for Tommy Hilfiger's True Star fragrance, and Justin Timberlake for "lovin' it" at McDonald's), Stoute has helped identify and activate a new generation of consumers. He traces how the "tanning" phenomenon raised a generationof 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 ofthe tan generation, and how to connect with it while staying true to your core brand"--
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publishDate 2011
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subject_facet BUSINESS & ECONOMICS / Marketing / General
Consumers -- United States
Hip-hop -- Economic aspects
Hip-hop -- Social aspects
Hip-hop -- United States
Marketing -- United States
Rap (Music)
title_display The tanning of America : how hip-hop created a culture that rewrote the rules of the new economy
title_full The Tanning of America How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy
The tanning of America : how hip-hop created a culture that rewrote the rules of the new economy / Steve Stoute with Mim Eichler Rivas
title_short The tanning of America :
title_sub How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy
topic_facet BUSINESS & ECONOMICS / Marketing / General
Business
Consumers
Economic aspects
Hip-hop
Marketing
Nonfiction
Rap (Music)
Social aspects