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."
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