When Fortune 500 companies need to reenergize or reinvent a lagging brand, they call Steve Stoute. In addition to marrying cultural icons with blue-chip marketers (Beyoncé for Tommy Hilfiger's True Star fragrance, and Justin Timberlake for "lovin' it" at McDonald's), Stoute has helped identify and activate a new generation of consumers.
Considered “A McKinsey of Pop Culture,” Stoute's reputation for revolutionizing the relationship between global brands and superstar musicians has been praised by both Forbes Magazine and Bloomberg Businessweek. He has been featured in The New York Times, Adweek, in HBO's documentary The Black List, and in Target's DREAM.DARE.DO campaign for Black History Month. He was inducted into the Advertising Hall of Fame in 2008 and is a featured speaker at conferences around the country.
Fusing Product with Pop Culture
Steve Stoute is a marketing revolutionary, whose work with international brands like McDonald’s, Microsoft, and Coca-Cola has fused product and pop culture through unique collaborations with iconic artists such as Lady Gaga, Mary J. Blige, Gwen Stefani, Beyonce, Will Smith, and many others. In his presentations, Stoute offers insights into where consumers are going tomorrow and how to create “contagious” consumer behavior. He shows audiences how to walk the thin line between maintaining “brand DNA,” while infusing the brand with innovative ideas without losing its essence.
Powerful Innovator in Brand Marketing
A powerful innovator in brand marketing, Steve Stoute has made a career out of identifying with and activating a new generation of consumers to create extremely successful marketing campaigns. A sought-after voice among Fortune 500 companies, Stoute’s reputation for revolutionizing the relationship between global brands and superstar musicians has been praised by both Forbes Magazine and Bloomberg Businessweek. Stoute is the founder and CEO of the industry-leading brand development and marketing firm, Translation, whose client roster includes diverse brands such as McDonald’s, State Farm, Target, Estee Lauder, Budweiser, Wm. Wrigley Jr. Co, Microsoft, Coca-Cola, and Lady Gaga. Stoute continues to successfully transform the way blue-chip marketers and superstar artists connect with consumers, by helping them understand and embrace the cultural changes of the new generation of consumers.
The Rules of the New Economy
Steve Stoute’s New York Times Bestseller, The Tanning of America: How Hip-Hop Created a Culture that Rewrote the Rules of the New Economy, teaches corporate America how to understand today’s newest consumer – The Tan Generation. He describes this demographic as a generation of black, Hispanic, white and Asian consumers who have the same mental complexion based on shared experiences and values. He draws from his company’s case studies as well as interviews with leading figures in multiple fields to prove this consumer is a mindset, rather than a race or age demographic. To Stoute, survival of the fittest means you have to be ever evolving and always paying attention to cues. In order to end up on the right side of ‘cool,’ it’s important to understand the cultural forces at work, the mindset of the millennial consumer and their code. In The Tanning of America Steve Stoute shows how a company can connect with the youth market without seeming inauthentic and staying true to their core brands.