Steve Stoute, CEO of the marketing agency Translation, believes that traditional marketing does not fit with the new economy and in particular with Millenial consumers. A former record executive, Stoute came to recognize that the old way of looking at demographics no longer seemed relevant, so he coined a phrase to mark what he was seeing: "tanning." He came to believe that many American companies were missing out on connecting with American consumers across demographic lines by shunning hip-hop culture even as it continued to grow and grow.
Stoute recently spoke about his new book, The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy, in this HBR IdeaCast:
Posted
10-31-2011 9:37 AM
by
Graham Griffith
Filed under: marketing, harvard business review, brands, culture, hbr ideacast, ll cool j, run dmc, steve stoute, tanning of america, hip-hop, adidas