An unabashed celebration of branding, bling and the potency of marketing and consumer desire.
An innovative advertiser shares views on cross-cultural marketing, using lessons from the explosion of hip-hop.
Stoute, founder of Translation Consultation & Brand Imaging, specializes in forging connections between established corporate brands and the community of musicians, rappers, actors and sports figures generally referred to as “urban.” His basic point, repeated frequently, is that the demographic and social changes suggesting America is becoming more multi-hued and tolerant (the so-called narrative of “tanning”) present new and exciting opportunities for promoting products in a competitive marketplace. He ties this argument to hip-hop’s rise and gradual commercialization, starting with the grassroots success of the first Sugar Hill record “Rappers Delight” and the legendary 1986 concert where Adidas’ German executives first heard Run-DMC’s “My Adidas.” Stoute argues that the aspirational nature of hip-hop—the crucial sense of outsider identity it provided from the 1970s through the ’90s—makes it the ideal medium for merchandising everything from luxury goods to soft drinks: “being brand-conscious was nothing new for African-Americans—who I contend are the absolute best consumers in the world.” By the early ’90s, writes the author, advertisers and corporations perceived hip-hop’s credibility and sales potential but were in dire need of “translators”—i.e., cultural point men who could demystify its codes and rituals. This led Stoute to transition from RCA’s black music division to advertising; he realized “tanning” was affecting all aspects of consumer culture. The author’s strength is his recall of various real-world examples of “tanning” in the lucrative, high-stakes arena of mass culture, seen in the success of Mary J. Blige, LL Cool J, Will Smith and other luminaries. He also discusses business narratives such as the “soft drink wars” and the changing fortunes of Reebok and Tommy Hilfiger to illustrate how his principles can help brands stay nimble and attuned. However, his specific prescriptions for businesses often seem general and dependent on buzzwords.
An unabashed celebration of branding, bling and the potency of marketing and consumer desire.Pub Date: Sept. 8, 2011
ISBN: 978-1-592-40481-0
Page Count: 272
Publisher: Gotham Books
Review Posted Online: June 28, 2011
Kirkus Reviews Issue: July 1, 2011
More uncommonly sensible investment guidance from a master of the game. Drawing on his experience at Fidelity's Magellan Fund, a high- profile vehicle he quit at age 46 in 1990 after a spectacularly successful 13-year tenure as managing director, Lynch (One Up on Wall Street, 1988) makes a strong case for common stocks over bonds, CDs, or other forms of debt. In breezy, anecdotal fashion, the author also encourages individuals to go it alone in the market rather than to bank on money managers whose performance seldom justifies their generous compensation. With the caveat that there's as much art as science to picking issues with upside potential, Lynch commends legwork and observation. ``Spending more time at the mall,'' he argues, invariably is a better way to unearth appreciation candidates than relying on technical, timing, or other costly divining services prized by professionals. The author provides detailed briefings on how he researches industries, special situations, and mutual funds. Particularly instructive are his candid discussions of where he went wrong as well as right in his search for undervalued securities. Throughout the genial text, Lynch offers wry, on-target advisories under the rubric of ``Peter's Principles.'' Commenting on the profits that have accrued to those acquiring shares in enterprises privatized by the British government, he notes: ``Whatever the Queen is selling, buy it.'' In praise of corporate parsimony, the author suggests that, ``all else being equal, invest in the company with the fewest photos in the annual report.'' Another bull's-eye for a consummate pro, with appeal for market veterans and rookies alike. (Charts and tabular material— not seen.)
Pub Date: March 1, 1993
ISBN: 0-671-75915-9
Page Count: 320
Publisher: Simon & Schuster
Review Posted Online: May 19, 2010
Kirkus Reviews Issue: Jan. 1, 1993
An easy reading book of supportive encouragement to follow one’s dreams.
More than 40 career-changers tell their stories.
Introduced by Facebook executive and founder of Leanin.org Sheryl Sandberg, Lewis’ second cousin, the book offers exuberant advice for people who want to make a leap—daring or modest—from one career path to another, just as he did. At the age of 24, working for the investment firm Bain Capital, the author felt restless and dissatisfied. “I began to realize,” he writes, “that I wanted this life mostly because I thought I should,” but he heard “a very distinct if faint voice” urging him to try something “very different.” As he considered following his passion to become a professional squash player, Lewis sought advice from others who made similar jumps: a banker-turned-cyclist, for example, and a journalist-turned-politician. From them, and the others whose stories fill the book, he came up with the idea of the Jump Curve, a process of four key phases: listening to your inner voice, making a practical plan, believing in your own good luck, and rejecting regret. “You will come out stronger,” Lewis insists, even if your initial plan fails. “I keep coming back to the idea of agency,” said a man who made a move from corporate hospitality service to restaurant ownership: “the difference between life happening to you versus you making life happen.” Among the individuals profiled are a nurse who, at the age of 50, became a doctor; a football player–turned-writer; an investment professional who became coxswain of the U.S. Paralympic Rowing Team; a PR executive who found her calling as an Episcopal bishop; and a lawyer who sued the New York fire department to admit women firefighters—and then became the first woman hired. “Harassment, discrimination, death threats,” and physical abuse dogged her 25-year career. But, she says, “this was a jump worth fighting for,” a sentiment that Lewis underscores. Changing careers is risky, but “there is a risk to not taking a jump at all.”
An easy reading book of supportive encouragement to follow one’s dreams.Pub Date: Jan. 9, 2018
ISBN: 978-1-250-12421-0
Page Count: 336
Publisher: Henry Holt
Review Posted Online: Oct. 16, 2017
Kirkus Reviews Issue: Nov. 1, 2017
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