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The business marketing genius at the forefront of todays entertainment marketing revolution helps corporate America get hip to todays 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 Its amazing to see the direct impact that black music videos and the internet have had on culture Ive seen so many people race to the top of pop stardom using the everyday mannerisms of the hood in a pop setting Its time to embrace this phenomenon because it aint going nowhere -Kanye West When Fortune companies need to reenergize or reinvent a lagging brand they call Steve Stoute In addition to marrying cultural icons with blue-chip marketers Beyonc for Tommy Hilfigers True Star fragrance and Justin Timberlake for lovin it at McDonalds 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 companys case studies as well as from extensive interviews with leading figures of multiple fields Stoute presents an insiders 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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