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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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What listeners say about The Tanning of America

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  • MR
  • 08-10-19

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.

3 people found this helpful

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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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Highly recommend for any Hip Hop head

Jaw dropping stories, eye opening concepts, hidden hip hop history. Complete nostalgia and mind blowing. 🔥🔥🔥

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A must read!

Any business people involved in urban culture should definitely listen to The Tanning of America. Anyone involved in or interested in marketing & advertising in general should listen to this. The stories and perspective highlight how much of a guru Steve Stoute is.

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good book

there's of interesting points made here pretty good firesoyr I would def recommend checking out

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Awesome

Loved it and to sum up the narration in two words nailed it KW Thanks✌️💌

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Great read!

If you love hip hop this is a great book for you. Stoute gives you an inside look at how hip hop has created and shift culture and continues to create culture that has blurred the lines for all. It’s SO hip hop!

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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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interesting

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

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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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  • Ryan Spence
  • 12-10-21

Insightful, Entertaining & Inspiring

An insightful look at the influence of Hip Hop culture in America. Whether you’re into Hip Hop or not this book is a must listen/read if you have any interest at all in marketing and how businesses live or die by their understanding the changing cultural landscape.

If you are into Hip Hop you’ll get insights about major events that you may have never heard before, including the Run DMCs Adidas deal, the first Hip Hop endorsement deal.

Great content and insights expertly read by Kerry Washington. ✨