The Tanning of America

By: Steve Stoute, Mim Eichler Rivas

Narrated by: Kerry Washington

Length: 11 hrs and 59 mins

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 Audio, Inc., and Buck 50 Productions, LLC

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 of 1 people found this review helpful

Awesome!

Loved it. I love how it has in depth Intel on some of the most pivotal times in hip hop.

MASTER CLASS IN CONVERGENT MEDIA MARKETING

I had no clue what this book was about but I quickly realized it was a once in a lifetime master class from one of the greatest. Now will use as a text book

Long winded, drawn out and bad narration

Would you try another book from Steve Stoute and Mim Eichler Rivas and/or Kerry Washington?

Yes probably

Any additional comments?

The choice of female narrator is a little odd. Overall it was not enjoyable or informative...the part where he describes Dublin being war torn by bombs when name dropping Bono is ridiculous and inaccurate.

Loved it!

Kerry Washington's voice really brought this story to life. Look forward to more from Steve Stoute

Every marketing expert shoud listen to this!

Would you listen to The Tanning of America again? Why?

Yes.....First off...I thought this was going to be a book about how america is turning black or tanning up. It's totally the opposite. Steve Stoute definetly gives an in depth behind the scenes look on how marketing took off dealing with particular brands. Stoute gives a detailed timeline from the 70's to 2010 of marketing perspectives.

What other book might you compare The Tanning of America to and why?

I don't think there is a book comparable to The Tanning Of America. This book details historic moments of brands and marketing from Steve's perspective and his closest colleagues.

Which scene was your favorite?

One of my favorite scenes was when Run DMC was on stage and they held the adidas shoe over their heads and the whole audience of thousands did the same with their show. It seemed like I caught the visual in my mind and could actually feel the moment.

Was there a moment in the book that particularly moved you?

Honestly the whole book was moving to me. I plan on listening to it again. Another moving moment was when Death Row was shopping the album to Interscope and Jimmy Iovine got it the whole album.

Any additional comments?

Give it a try. I stayed away from the book because of the title but decicded to get it and give it a try. I've heard Steve Stoute's named mentioned in several songs but never knew he was such a big figure in marketing.

I am a Kerry Washington fan but Im not to estatic about her narrating the book. I felt it took something away from the book. Like it was almost too proper.

very relevant insight

What made the experience of listening to The Tanning of America the most enjoyable?

It was easy for me to follow and listen to this book since I was around the scene while attending Howard University in the early 90's. As a hip hop head and a marketing major, I was aware of Steve Stoute and the moves he was making. Sometimes it seemed like he invented everything black marketing related but I still enjoyed reading the way the system was changed.

What about Kerry Washington’s performance did you like?

She was good reading the book but I had to speed up the book to 1.25 just to get the info in. I am not like my wife who can listen to a book for hours so this helped.

hip hop

Loved it wonderful experience I'm from New York and the early years of hip hop as he explained it was on the money!! I learned so much from this and the documentary thank you

Phenomenal read

Not only is Hip-Hop Culture alive and well. It's everywhere influencing everything. This should be used when teaching Marketing.