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How hip-hop culture has infiltrated corporate America

In "The Tanning of America," celebrated advertising executive Steve Stoute explains the importance to brand marketers of keeping up and effectively harnessing the cool of urban culture. Here's an excerpt.What about turning off older consumers or those who aren’t fans of urban culture? Interestingly enough, the marketing of cool has yet to turn off any core or older consumer in any case study or
/ Source: TODAY books