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

Increase your market share by including every customer in the conversation

America and demographics in America continue to change dramatically with the population becoming increasingly more diverse each and every day. Unfortunately, many brands and businesses are just now recognizing this wave of change and not prepared to address the needs and wants of their diverse customer base. Reframe the Marketplace is your guide to modernizing your business approach and growing your business with EVERY customer in mind.

Marketing and Advertising pioneer and award-winning author Jeffrey L. Bowman brings his experience working with organizations like Verizon, Prudential, IKEA, British Airways, Coca-Cola, MolsonCoors and Unilever to the masses with his inclusive Total Market approach to marketing.

In Reframe the Marketplace, Bowman shows you how to identify your organization’s underserved markets, their nuanced needs, and build the best customer experiences based on research and insights. From Blacks, LatinX, women, LGBQT+, youth markets and more, you'll learn to go beyond ethnic targeting to true engagement with your customers to uncover opportunities that shape their world and inspire a love for your products.

Discover how to:

• Modernize your marketing and communications approach to reflect the New America.
• Design and build a more diverse and inclusive approach to marketing planning, product design, customer experience and go-to-market.
• Grow your business with input from traditionally underserved markets or what was once called minorities.
• Effectively reach new customers and emerging markets in a personalized way.
• Engage in meaningful conversations with employees, consumers and drive change from the inside and outside of your organization.

Your customers are diverse, they demand personalized experiences and they’re willing to evangelize for the brands they love. They will reward brands who authentically meet their needs. They are speaking up, taking action, and calling for change. It’s time to listen or lose out. Reframe the Marketplace is your key to staying relevant and in business.

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 commu-nications 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.

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 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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