The Max Reddick Experience

The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy by Steve Stoute
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 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 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 of the tan generation, and how to connect with it while staying true to your core brand.  [book link]

The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy by Steve Stoute

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 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 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 of the tan generation, and how to connect with it while staying true to your core brand.  [book link]

Notes

  1. anindiscriminatecollection reblogged this from soulbrotherv2
  2. isthiswhereibegin reblogged this from preacheramoorshabazz and added:
    Might be worth reading.
  3. convolutednormality reblogged this from preacheramoorshabazz
  4. preacheramoorshabazz reblogged this from soulbrotherv2
  5. mrngglorious reblogged this from sheilastansbury
  6. horustheavenger reblogged this from sheilastansbury and added:
    must read.
  7. sheilastansbury reblogged this from soulbrotherv2
  8. eternallybeautifullyblack reblogged this from soulbrotherv2
  9. tipsyfictionwriter reblogged this from smokeymcbandit
  10. smokeymcbandit reblogged this from soulbrotherv2
  11. dappermarc reblogged this from soulbrotherv2
  12. soulbrotherv2 posted this