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The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy (Anglais) Relié – 8 septembre 2011


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Descriptions du produit

Revue de presse

“Stoute advises a revolutionary concept for business leaders: Have a little fun along the way.” — Essence

“This book is well worth the investment.” — Ebony

“Thoughtful and relevant. It should be required reading for advertising executives, especially those who count themselves among the Baby Boomer generation.” — Forbes.com

“He’s the conduit between corporate America and rap and the street, and the music industry generally,…he speaks both languages.” — Jay-Z

“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.” — Dennis Baldwin, Reebok’s top marketer

“[He’s] the right guy for guiding brands in using the record industry to reach youth culture in a credible way.” — Jimmy Iovine, CEO of Interscope Geffen Records

“The man who converts urban entertainment into corporate dollars.” — Complex

“In the loud, boastful world of urban culture, Steve Stoute has become a quiet but powerful force. And big corporations are betting he can deliver more bang for their bucks.” — Vibe

“Steve Stoute is making hot sellers out of cold brands.” — Business Week

“Stephen Stoute understands the value of the celebrity sell.” — Black Enterprise

“Stoute has masterminded an impressive array of brand/artist hookups.” — Advertising Age --Ce texte fait référence à l'édition Broché .

Présentation de l'éditeur

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 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.



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Commentaires client les plus utiles sur Amazon.com (beta)

Amazon.com: 47 commentaires
18 internautes sur 20 ont trouvé ce commentaire utile 
A well written view of hip-hop, history, and modern culture. 28 octobre 2011
Par Richard T Conley - Publié sur Amazon.com
Format: Format Kindle Achat vérifié
I picked up this book because of a recommendation from my brother. I was pleasantly surprised by the depth at which hip-hop and urban sensibilities have shaped American and westernized culture as a whole. Steve Stoute brings a level of professionalism and authenticity, coincidentally two very important topics outlined in this book, to tales of the struggles of early hip-hop and the trials of its artists to be recognized as such. I recommend this book to anyone wanting to have a fresh, unbiased opinion on the history of marketing and culture as well as the effects of "tanning" on American and the world as a whole.
7 internautes sur 8 ont trouvé ce commentaire utile 
Masterful 3 janvier 2012
Par dubs - Publié sur Amazon.com
Format: Relié
This is extremely well written and you can tell Stoute is an intelligent and creative person. In depth discussions about pop culture and various marketing ventures that have affected culture over the last 20 or so years. Very informative, recommended to anyone with an interest in hip hop, pop culture or marketing.
8 internautes sur 11 ont trouvé ce commentaire utile 
Just OK - lacked focus 2 mars 2012
Par Colleen - Publié sur Amazon.com
Format: Relié
I saw this book written up in Business Week, and was pretty excited to read it. However I thought it lacked focus - was it a history of hip hop? was it Steve's memoir? was it a guide to incorporate tanning into your business model? The book gets SO close to being each of these, but follows through on none. Dissapointing in that regard, but still full of interesting facts and antecdotes on our culture.

Also, Steve grossly overuses the adjective "unapologetic". This was very distracting to me.
3 internautes sur 4 ont trouvé ce commentaire utile 
What is Tanning? 14 mars 2012
Par Literary Marie - Publié sur Amazon.com
Format: Relié
Steve Stoute, founder and CEO Translation Consulting & Brand Imaging, is one of the most credible sources to discuss tanning. He has a diverse background in the music industry, successful at brand marketing, and is in tune to the new generation of consumers. Steve Stoute was also inducted into the Advertising Hall of Achievement. His clients include McDonald's, State Farm, Target, Jay-Z and Reebok, Lady Gaga and MAC Cosmetics. He is also the managing director and CEO of popular hair and body care line Carol's Daughter. Enough receipts? Yes.

"Tanning of America" is an informative must-read for entrepreneurs, businessmen and women, and established companies who want to understand how to appeal to today's consumers. It's also an interesting read for hip-hop lovers and marketing gurus. I learned a lot of tips that will help improve my own brand, as well as enjoy an interview with Eminem, stories of Jay-Z and Run D.M.C., and the history of hip-hop. This book is a cost-effective lesson!

Visit (...) for more info.

Literary Marie of Precision Reviews
3 internautes sur 4 ont trouvé ce commentaire utile 
A Must Read! 21 février 2012
Par StaceyBoyd - Publié sur Amazon.com
Format: Relié Achat vérifié
This book is a MUST read for all merchants and marketers who are striving to be authentic, relevant and valued in today's contemporary marketplace. Hip-Hop has indeed changed the color palette of our global cultural code from black, white, yellow, red and brown to - TAN. This historic transformation has definitely been a delight to watch happen over the years! Mr. Stoute has done a splendid job "translating" this experience for the reader.
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