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- Cultural StrategyServices That Help Leaders Translate Insights From The Business Problem Into A Single Strategy For Their Inclusive Change and Growth Ambition.
- Inclusive Customer Experience Design StrategyServices For Leaders Who Desire A Modern Customer Experience Design Based On Cultural Insights Throughout The Customer Journey.
- Inclusive Customer Experience Design PlanServices For Leaders Who Desire A Fully Integrated Inclusive Go-To-Market Plan That Shifts Customer Attitudes and Behaviors.
- Inclusive Employee Experience Design StrategyServices For Leaders Who Desire A Modern Employee Experience Design Based On Cultural Insights From On-Boarding To Exit.
- Inclusive Employee Experience Design PlanServices For Leaders Who Desire A Fully Integrated and Inclusive Employee Experience Plan That Shifts Employees Attitudes and Behaviors.
- The Reframe Movement Brief™Services That Provide A Modern Definition Of The Call – To – Action That Is Rooted In Community Building, The Brand Purpose and Why.
- Reframe SoftwarePowered by AI and ML, A Personal Assistant With Tools That Operationalize Inclusive Change & Growth.
- Measurement and Effectiveness StrategyServices That Evaluate Inclusive Growth and Change Against The Business Priorities Throughout The Customer and Employee Lifecycle.
What We Think
- Thought LeadershipE-books, Books and Guides To Help Leaders Accelerate Inclusive Change and Growth.
- Case StudiesExamples of How Reframe Helped Leaders Accelerate Inclusive Change and Growth At Scale.
- The Change Blog by Reframe™Read and Listen to Stories About Leaders Who Are Accelerating Inclusive Change and Growth.
- The Change Podcast by Reframe™Watch and Listen To Stories About Leaders Who Are Accelerating Inclusive Change and Growth.
- The Change Salon by Reframe™A Change Learning Experience For A Curated Group of Leaders Who Want To Discuss How to Accelerate Inclusive Change and Growth At Scale While Sharing Best Practices.
- The Change Summit by Reframe™A Two Day Change Learning Experience For Leaders Who Want To Learn How To Build More Inclusive Experiences At Scale Using the Reframe Change Operating System.
- The Change Accelerator by Reframe ™A 6 - 12 Week Change Learning Experience For Leaders Who Want To Learn How To Build More Inclusive Experiences At Scale Using The Reframe Change Operating System.
Who We Are
- Our TeamOur Team and Advisors Are Mission Driven Focused On Solving For A Decades Old Problem.
- Our HistoryFounded in 2015, Reframe Developed An Innovative Change Approach With F500 Partners At Every Stage of Development.
- Press HighlightsNews About How Reframe Helped Leaders Build The Most Inclusive Experiences At Scale.
- Media RelationsMedia Resources That Support The Brand and Our Ambition To Help Leaders Build The Most Inclusive Experiences At Scale.
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What We Do
- Cultural StrategyServices That Help Leaders Translate Insights From The Business Problem Into A Single Strategy For Their Inclusive Change and Growth Ambition.
- Inclusive Customer Experience Design StrategyService For Leaders Who Desire A Modern Customer Experience Design Based On Culturally Inclusive Insights Throughout The Customer Journey.
- Inclusive Customer Experience Design PlanServices For Leaders Who Desire A Fully Integrated Inclusive Go-To-Market Plan That Shift Customer’s Attitudes and Behaviors.
- Inclusive Employee Experience Design StrategyServices For Leaders Who Desire A Modern Employee Experience Design Based On Culturally Inclusive Insights From On-Boarding To Exit.
- Inclusive Employee Experience Design PlanServices For Leaders Who Desire A Fully Integrated and Inclusive Employee Experience Plan That Shifts Employees Attitudes and Behaviors.
- The Reframe Movement Brief™Services That Provide A Modern Definition Of The Call – To – Action That Is Rooted In Community Building, The Brand Purpose and Why.
- Reframe SoftwareIn Partnership With Reframe AI Technologies, Software To Help Scale and Operationalize Your Inclusive Experience Design Plan.
- Measurement and Effectiveness StrategyServices That Evaluate Marketplace Growth and Workplace Change Against The Business Priorities Throughout The Customer and Employee Lifecycle.
What We Think
- Thought LeadershipE-books, Books and Guides To Help Leaders Accelerate Inclusive Change and Growth At Scale.
- Case StudiesExamples Of How Reframe Helped Leaders Accelerate Inclusive Change and Growth At Scale.
- The Change Blog by Reframe™Read and Listen To Stories About Leaders Who Are Accelerating Inclusive Change and Growth At Scale.
- The Change Podcast by Reframe™Watch and Listen To Stories About Leaders Who Are Accelerating Inclusive Change and Growth At Scale.
- The Change Salon by Reframe™A Change Learning Experience For A Curated Group of Leaders Who Want To Discuss How to Accelerate Inclusive Change and Growth At Scale While Sharing Best Practices.
- The Change Summit by Reframe™A Two Day Change Learning Experience for Leaders Who Want To Learn How To Build More Inclusive Experiences at Scale Using the Reframe Change Operating System.
- The Change Accelerator by Reframe™A 6 - 12 Week Change Learning Experience For Leaders Who Want To Learn How To Build More Inclusive Experiences At Scale Using The Reframe Change Operating System.
Who We Are
- Our TeamOur Team and Advisors Are Mission Driven Focused On Solving For A Decades Old Problem.
- Our HistoryFounded in 2015, Reframe Developed An Innovative Change Approach With F500 Partners At Every Stage of Development.
- Press HighlightsNews About How Reframe Helped Leaders Build The Most Inclusive Experiences At Scale.
- Media RelationsMedia Resources That Support The Brand and Our Ambition To Help Leaders Build The Most Inclusive Experiences At Scale.
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What Is The Total Market Approach?

By Reframe Staff

September 18, 2024

It’s been nine years since Wiley published Reframe The Marketplace: The Total Market Approach To The New Majority.

It is a “How To” book for Leaders who want to accelerate inclusive change and growth at scale. Let’s just say the topic and title at the time of publication was disruptive.

When our founder and CEO launched the Total Market topic at the Association of National Advertisers conference in 2009, many within the marketing and communications industry sold ideas and formed businesses to provide marketing services based on the idea of “general market” and “multicultural” for more than 50 years.

The idea of a “Total Market” approach meant the reconsideration of industry structure and how agencies serviced brands. For some agencies, a new and innovative approach was a perceived threat. Here’s what we knew in 2009:
1. There was a New Majority forming, per the 2010 and 2020 U. S. Census.

2. The “general market” and “multicultural” marketing approach was dated and did not reflect the Total Addressable Market (TAM).

3. Because of this decades old practice of “general market” and “multicultural” marketing approach, there were significant inequities in how brands resourced diverse audience segments.

Prior to our founder moving to New York City to work at Ogilvy, he worked in the technology (tech) industry and was apart of the bubbling Austin, Texas tech scene. In the tech scene, founders pitched powerpoint presentations and talked about the Total Addressable Market(TAM).

For investors listening to founders pitching ideas, they have to know how big of an opportunity they are considering for allocating resources and getting a big return. If every addressable consumer purchased your product, there was a big financial value on the other side.

While at Ogilvy in his early days of 2008, the marketing and communications industry was shifting from traditional to digital. No one was talking about the Total Addressable Market or TAM in the rooms I was in. When he mentioned TAM in client meetings, very few knew the terminology.

What this meant in practice was very few brands could quantify the value of ALL consumers and the financial value they represented to the brand.

At the time (2009), most brands could quantify the addressable opportunity for the “general” audience and not the multicultural audience segments. This was and continues to be a BIG miss for brands today!

If brands only quantify the total addressable opportunity for the general market audience segment, then resources follow with a clear understanding of the investment return.

Hence, why our hypothesis, there was an under investment in multicultural audience segments because brands could not properly quantify the TOTAL Addressable Market.

This is WHY the name and topic exist, Reframe The Marketplace: The Total Market Approach To The New Majority and change the marketplace approach.

To learn more and read the book: https://jeffreylbowman.com/books/

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