The businessmarketing genius in the forefront of today’s entertainment advertising revolutionhelps corporate America get hip to today’s new consumer-the tan generation.

When Lot of money 500 companies need to reenergize or reinvent alagging brand, they call Steve Stoute. Furthermore to marrying ethnic iconswith blue-chip entrepreneurs, Stoute offers helped determine and activate a newgeneration of consumers. He traces how the “tanning” sensation elevated ageneration of black, Hispanic, white, and Asian customers who have the same”mental appearance”-one based on shared experiences and values ratherthan the more and more irrelevant demographic boxes that have been used to afault by corporate America. But there’s a language space that mustbe bridged to activate the most effective market power in the annals ofcommerce.

The Tanning of America provides the needed translationguide. Drawing from his company’s case studies, as well as from extensiveinterviews with leading figures in multiple areas, Stoute presents aninsider’s watch of the way the transcendent power of popular culture is normally helpingreinvigorate and revitalize the American desire.