Reframe The Marketplace. The Total Market Approach to Reaching the New Majority

  • ID: 3089790
  • Book
  • 192 Pages
  • John Wiley and Sons Ltd
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REFRAME the Marketplace shows you how to see the multihued consumer landscape with fresh eyes and presents a vetted approach to selling your brand to everyone in the Total Market. In the next five years the minority population, what′s now referenced as the diverse, will tip the scales and become the majority, and businesses that aren′t willing to speak to these consumers in a meaningful way will be left to compete for shares of the less–than–half demographic who used to be its bread and butter. Jeffrey L. Bowman is an innovator and founding practioner, Senior Partner, Managing Director at Ogilvy & Mather, and now leading the $300 billion marketing and communications industry charge. Jeffrey candidly talks about his philosophy and everyday practices for serving delightful customer experiences to the emerging consumers whom the marketing and advertising industry has ignored for the last five decades, including women, the LGBT community, and the followers of non–Christian religions.

REFRAME the Marketplace shows through firsthand accounts what the world′s leading brands do to become a Total Market Enterprise and supplies an everyday reference that will improve your performance by providing:

  • The groundwork to understand why marketing to the general and multicultural markets isn′t effective anymore, and real–world examples of companies getting it right
  • A collection of tools and best practices for determining your company′s readiness to sell to the New Majority, restructuring it for continued improvement, and creating a measurement and performance plan
  • Detailed overviews of the three major consumer generations; strategies for accommodating the mobile–first, digital–first New Majority; and predictions on how Generation Z will influence the marketplace
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Acknowledgments ix

Chapter 1 Separate but Equal 1

Chapter 2 The Source of Growth: The Underserved Consumer 19

Chapter 3 What s Wrong with General–Market and Multicultural Marketing? 33

Chapter 4 Tales from the Front: Companies Trying to Get It Right 49

Chapter 5 Experimenting with the Total Market Approach 63

Chapter 6 Step One: New Majority Readiness: The Organization Assessment 77

Chapter 7 Step Two: Structuring Your Organization 89

Chapter 8 Step Three: Rethinking Your Consumers and Customers 101

Chapter 9 Step Four: Designing the Right Customer Experience 119

Chapter 10 Step Five: Using Big Data to Measure Total Market Enterprise Results 137

Chapter 11 What Happens in 2040 2020 When Minorities Are the Majority? 145

Chapter 12 Implementing the Total Market Approach around the World 157

Notes 167

About the Author 169

Index 171

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JEFFREY L. BOWMAN is an author, founder, and chairman of the REFRAME: The Brand , a platform dedicated to preparing executives for the New Majority. The organization provides Total Market Enterprise 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.

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