EDUCATION
Information is our most powerful resource, whether we receive it via the printed page, a computer screen, or from a dedicated teacher. In this section, we look at the trends and developments that are expanding STEM education.
Book Review J
udging by its title, Steve Stoute’s book, “The Tanning of America: How Hip-Hop Created a Culture That Changed the Rules of the New Economy,” seems on its surface a quintessential read of the exploits of titans of that genre—the likes of Jay-Z, Mary J. Blige, Run DMC, Eminem, Kanye West and many, many others who are name-dropped liberally throughout. “Tanning” hardly is a book about engi- neering principles or designing hardware and software systems. Stout, after all, has been a music industry executive who now runs a New York multicultural advertising and branding agency, Translation LLC. What the book is about, however, is the way business will be conducted in America going forward. It is a read, no less by a hip-hop indus- try impresario, for business people, and that does include engineers and technologists who develop products and services for their own enterprises or do the same at Fortune-level companies. Anybody reading this book, in fact, will understand why Obama won re- election. Tanning relates to a dramatically chang-
ing American demographic where people of color have emerged as key targets for market- ing in the new technology-centric economy that Stout contends was precipitated in great measure by the hip-hop movement. And if companies and brands expect to succeed into the future in today’s emerging new economy, they are going to have to shift their market- ing and branding strategies to capture this opportunity. A value of the book, released in Sep-
tember 2011 by Gotham Books, is that Stoute takes the reader through the travails of several global companies he has worked with that were struggling to advance in the new economy, pointing out specific examples of what they did to overcome schisms in their marketing and branding approaches. What Stoute does in his first-person account is offer advice to businesses on
how they can recognize these cultural dynamics and position their efforts in an ever-tanned nation and world. The descrip-
80 USBE&IT I WINTER 2013
by M.V. Greene
mgreene@ccgmag.com
‘TANNING’ AUTHOR CHALLENGES BRANDS TO SPIN IT DIFFERENTLY ‘The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy’
tion on Stoute’s Translation website describes the genesis of his approach: “We are an agency built to help brands thrive in contemporary culture. Though our work ranges from advertising
www.blackengineer.com
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