From the Inside Flap
If you still picture marketing in terms of general market and multicultural, the best you can do in today's world is reach just over half of consumers and shrink your business. By 2020, you will lose consumers' attention to other brands attracting and delighting the Total Market. The time to REFRAME the Marketplace is now, or spend the next 50 years watching other companies capture more than $4 trillion of global consumer spending.
Jeffrey L. Bowman, advertising and marketing's most recognized expert on the Total Market Approach, shares his personal experiences as a thought leader and practitioner working to understand, convert, and retain the emerging consumer segments transforming the makeup of the world's population. In these pages, he mentors you in the knowledge and tools you need to be on the forefront of transforming your company into the answer for the consumer who wants an omnichannel connection to products and services and expects brands to reflect a shared experience--but isn't getting it.
Follow in the footsteps of such worldwide brands as IKEA, Verizon, British Airways, and MetLife by embracing the covered action plans and winning the organizational support of employees and management to refresh your brand in a way more appealing to future generations of consumers. To fully prepare you to bring Total Market thinking to your office, department, and division, this smartly effective guide fills your toolbox with:
- A self-assessment to evaluate how your enterprise approaches and plans for the New Majority
- A five-level framework to Total Market Enterprise Mastery, which quantifies the strategies and systems companies need to adopt at each development stage
- A convenient tool to measure your company's readiness for the New Majority and track your improved position in the marketplace
- A first-of-its-kind index for ranking brands based on meaningful connections with consumers across all racial and ethnic segments, determining what ethnic segments drive the ranking, and pinpointing growth opportunities and revenue potential for particular groups
The brand champions you need start trends, speak up, and push for progress in all aspects of life, and REFRAME the Marketplace readies you to get their attention--regardless of where they are aligned in the Total Market approach.
JEFFREY L. BOWMAN is an author, founder, and chairman of the REFRAME: The Brand(TM), a platform dedicated to preparing executives for the New Majority. The organization provides Total Market Enterprise(TM) advisory, education, and training. Launched in 2003, REFRAME has grown from 61 members to over 200 members.
Bowman is a former senior partner and managing director at Ogilvy & Mather, one of the world's largest advertising and communications agencies. It was there that Bowman pioneered a new communications model to bridge the general market and multicultural marketing communications silos. Today, he leads the industry charge in transforming brands and businesses for the New Majority.
JEREMY KATZ joined Ogilvy & Mather as its worldwide editorial director after two decades working in publishing as an editor, writer, literary agent, and consultant.
