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The Tanning of America

How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy
Narrated by: Kerry Washington
Length: 11 hrs and 59 mins
Categories: Business, Marketing
5.0 out of 5 stars (2 ratings)

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Publisher's Summary

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.

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.

©2011 Steve Stoute (P)2014 Blackstone Publishing, and Urban Audiobooks

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  • MR
  • 10-08-2019

Buy the paper book

I would recommend reading this book over the audio version. Kerry Washington’s reading of this is just brutal. Her robotic, monotone, delivery makes this a struggle to listen to.

1 person found this helpful

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  • Marcus Raman
  • 09-12-2016

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.

1 person found this helpful

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  • Charles
  • 05-02-2020

Understanding Culture

Very well done book by a person who rewrote the rules of Marketing by understanding Culture. Shatters long held beliefs.

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  • Alisha Cooper
  • 15-08-2019

interesting

This book offered a new prospective! I wonder what the author would add now 2019.

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  • Lynne
  • 24-06-2019

A Marketer's summer reading

Loved this book from beginning to end. As a kid from the Bronx this inspired me even more.

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  • Corey Sanders
  • 14-03-2019

Great history lesson

I can't thank you enough for your breakdown of the culture from a marketing perspective. I had no idea who you were but seeing people speak highly of you made me pay attention & when I heard of this book I had to see/hear for myself. I hope to meet, work with, partner with you at some point in our lives. if you are reading the reviews before you purchase buy it it's worth every penny.

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  • curtis
  • 05-03-2019

The Tanning of America

Provocative in depth insight from a advertising craftsman! Can be applied in multiple industries outside of the entertainment space.

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  • joe
  • 15-01-2019

Steve Stoute

This is a thinking mans guide to Marketing and advertising in America. I picked it up because a lot of other business books didnt relate to my situation. Steve Stoute LIVED the American dream.

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  • Amazon Customer
  • 11-12-2018

Insightful confirming and cultured

With some experience in the music and entertainment business this book offered some great tips on building my brand, staying relevant and staying young. Thanks.

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  • Myke Short
  • 21-11-2018

Stoute

I'm struggling to finish this. wish he were reading it I want to trade this back to audible