The Publication

Absorb the latest thinking on the Cross-Cultural and Total Market movement with articles, videos and white papers.

January 11, 2018

  Hard to believe we’ve welcomed in 2018 and 2017 is becoming a distant image in our rear view mirrors.  We thank you for your continued support in 2017.  RTB advocates for change and provides a modern way for how to make change within the workplace and marketplace.  In the spirit of Throw Back Thursdays…

Cultural Maturation Phase V: The Mastery Stage

September 19, 2017

CULTURAL MATURATION PHASE V – THE MASTERY STAGE Over the last several weeks we’ve outlined a very important feature for understanding how organizations become more modern and human. Within the change management business, there is a maturation model. Ours is a Total Market Enterprise™ Maturation model we’ve introduced in the last couple of weeks. In order…

Cultural Maturation Phase IV: The Leading Stage

September 6, 2017
By: Staff Writer

CULTURAL MATURATION PHASE IV – THE LEADING STAGE Companies who are both practicing enterprise cultural maturation and establishing best practices are in Phase IV of their cultural maturation. Taking action is commonplace. Optimizing those actions becomes the focus. This time of informed reflection and refinement is known as “The Leading Phase.” While some departments within larger enterprises…

Cultural Maturation Phase III: The Practicing Stage

August 30, 2017
By: Staff Writer

CULTURAL MATURATION PHASE III – THE PRACTICE STAGE By the time a company has reached Phase III of its enterprise cultural maturation, it has a clear mission and buy in from many stakeholders. It’s moved beyond investigating different approaches and is beginning to try some on for size. Because companies in Phase III are taking action,…

Cultural Maturation Phase II: The Growing Stage

August 23, 2017
By: Staff Writer

CULTURAL MATURATION PHASE II – THE GROWTH STAGE A company in Phase II of its cultural maturation journey is one that has acknowledged the gap between its current workplace and the new marketplace. It identifies strongly with the first of the 5S’s, Structural change, and is moving forward with a clear objective as to how…

Cultural Maturation Phase I: The Forming Stage

August 14, 2017

Overview – In our prior post we outlined the necessity behind examining your company to evaluate how prepared your employees truly are.  But how do you assess whether your workplace and go-to-market approach is new marketplace ready? And what metrics do we use to understand where your organization falls on the spectrum of cultural maturity? Phase I – The Forming Phase…


August 7, 2017

A New Series For A New Age We are living in an age of acceleration. The population is shifting, rapidly building towards a new majority. A majority that is described in terms of plurality. One that rebukes the best practices of multiculturalism in favor of a more polycultural society. Thus, it is in the interest of…

MillerCoors Marketing Exec Shares How They Are Working To #CloseTheGap

July 31, 2017
By: Elisa Cool

As Director of Foresight & Design at MillerCoors, just one of Ben Feeney’s responsibilities is to #closethegap between MillerCoors’ current workplace and the new marketplace.  This means change management throughout the marketing department.  We recently caught up with him to learn more about how he acknowledged this need and what changes he’s a part of at MillerCoors.…

July 13, 2017
By: Staff Writer


July 6, 2017
By: Staff Writer

In our last five posts we learned that many of us share a gap in our cultural know-how, especially when it comes to the new marketplace. This gap prevents us from addressing our total market accurately, leaving us ill prepared to effectively engage much of the new marketplace. In simpler terms, we are missing out…

Transcultural Defined

June 28, 2017
By: Staff Writer

Transcultural – Seeing oneself “in the other” Trans means across or beyond. Transcultural is rooted in the breaking down of boundaries and the concept that no one culture “belongs” to any one group. Put simply, no one’s culture is predetermined for them. Marketers use it to describe people in the marketplace who were “born into” one…

Polycultural Defined

June 28, 2017
By: Staff Writer

Polycultural – A term for an assertion that all of the world’s cultures are interrelated Poly means many or much, it also means to combine form. A polycultural marketplace is one that is comprised of blended cultures. Polycultural marketers know that their marketplace is not only made up of a mosaic of individuals, from different cultures…

Crosscultural Defined

June 27, 2017
By: Staff Writer

Crosscultural – Celebration of attitudes and behaviors shared across several groups  In the United States, practices established by the US Census Bureau often shape how we define value based on race and ethnicity. This impacts how we use and understand terms like crosscultural. Here’s why. The term “multicultural” is commonly used in the same context as the term…

Multicultural Defined

June 19, 2017
By: Staff Writer

Multicultural – Celebration of attitudes and behaviors relating to, or comprised of several groups The term multicultural is the most frequently referenced term of all of the marketplace groups. This is why it’s important to make certain we’re all communicating the same sentiment when we use terms like “multicultural.” Synonym – Pluralism Where you might have seen this…

Monocultural Defined

June 19, 2017
By: Staff Writer

Monocultural – Celebration of attitudes and behaviors relating to, or comprised of one dominant group. The term monocultural is used in marketing to describe a marketplace where the individuals share a strong bond based on a shared identity. Monoculturalism in the workplace can limit broader thinking and prevent that organization from connecting with those who…

The New Currency for Diversity & Inclusion

June 19, 2017
By: Danielle Robinson Bell

Here’s an idea. At the consumer point of purchase instead of clicking “Buy” or, handing the cashier a form of payment, the consumer signs a document pledging their commitment to support the brands and companies in their shopping cart. No money is exchanged, ever, for the goods or services they received. Let’s think of it as…

The Age of Accelerations: Why The Workplace Must Change To Meet The Demands of The New Marketplace

June 12, 2017
By: Staff Writer

What if I told you that over the last five decades the approach that companies and agencies have used to address the marketplace and how companies attract and retain women and minorities in the workplace share the same problem?  What if I said after 15 months of researching the issue, we believe we have the…

Mind The Gap: You’re Not Engaging 40% Of Your Market

June 5, 2017
By: Elisa Cool

As a military kid I moved frequently. The upside to this far eclipsed the down. I had the luxury of traveling the world, but moving frequently also meant starting over frequently. Fortunately an open mind and a flexible spirit goes a long way in rolling with the rapid ebb and flows I encountered.  Unfortunately an…

Why Total Market: Why Now

May 25, 2017
By: Staff Writer

Why Organizations Who Don’t Reframe Their Thinking Will Fade Over the past several years, a great amount of attention has been focused on Total Market — what it is, what it is not, and how it impacts brands and agencies moving forward. Overall, the concept remains cloudy and misunderstood, with considerable misinterpretation and misuse of…


March 5, 2017

To Ms. Linda Lane Gonzalez, the members of the Association of Hispanic Advertising Agencies (AHAA) and Brand Partners: On Friday, March 3, 2017 the Association of Hispanic Advertising Agencies (AHAA) – the voice of Hispanic Marketing made a false claim about REFRAME: The Brand (RTB) and our CEO.  The email was addressed to their members, partners…

The State of the Total Market Industry Vertical Report – New Marketplace and Workplace Readiness

March 5, 2017
By: Jeffrey L. Bowman

In the late 80’s PepsiCo started canvasing college campuses in search of the next generation of black and brown leaders. The initiative was a highly-coveted opportunity because PepsiCo was making big hires and for the resume, it set-up a full-time hire coming out of the “Reganomics” Era. PepsiCo acquired several franchisee owned bottling organizations (FOBO)…

Moving Beyond Quotas

October 13, 2016
By: Jeffrey L. Bowman

Quotas continue to be heavily debated in the US court systems and across industry sectors. But are they the right approach? Why or why not? Some Background… The use of racial quotas began in the United States with the Naturalization Act of 1790. The act limited new citizenship to immigrants who were “free White persons of…

Why we started REFRAME: The Brand?

October 6, 2016
By: Jeffrey Bowman

As someone who grew up in the wake of the Civil Rights era I, and countless like me, were living examples of the corporate world’s experiment of trying to get their diversity and inclusion agenda right, while simultaneously targeting us via multicultural marketing. It was something I thought would evolve over the years, but progress…

There are no universal insights without the new majority

May 5, 2016
By: Alison Brock

The general market is multicultural, and it’s time to adapt. To appeal to new audiences, brands have to change the way they think about culture. Ola Mobolade, author of Marketing to the New Majority, asserts that multicultural audiences have historically been an afterthought or a niche. Today, however, the general market is multicultural. There’s no way around…

How REVOLT’s CEO is effectively reaching Millennials

May 2, 2016
By: Alison Brock

REVOLT CEO, Keith Clinkscales, knows what it means to sustain a dialogue with an audience—especially when it’s the New Majority. Above all, brands must listen to the audience that they are trying to reach, and incorporate what’s being said to truly sustain a dialogue.

VICE Believes That Connecting With New Markets Means Rethinking Traditional Logic

April 27, 2016
By: Alison Brock

When it comes to content, media giant VICE knows exactly how to connect with people—by reframing the conversation in ways that are relevant to the new marketplace. “Everything is shifting, which is why this reframe conversation, right now, is so relevant,” says Chief Strategic Officer, Spencer Baim. While it remains unclear what the future will hold, there’s…

Shift Our Perspective

January 7, 2016
By: Alison Brock

Embracing a Total Market Approach isn’t just about launching effective ad campaigns. It’s about making smart business choices. According to FCB Global Chief Talent Officer, Cindy Augustine, brands have to rethink the Total Marketplace and reframe what has previously been identified as cross-cultural and multicultural marketing. The country has changed. The future of marketing and advertising requires looking at…

How The New Majority is Shaping Social Impact

December 7, 2015
By: Samantha Papadakis

Samantha Papadakis discusses the power of marketing innovation and the impact it has when serving New Majority communities. As the Managing Partner for nonprofit marketing group, Populist, Papadakis shares best practices for effectively reaching the underserved and how brands can innovate through social good.

Telling Stories For A Cross-Cultural Marketplace

October 5, 2015

Content marketing is the new “it” approach for connecting brands and marketers to consumers, but aside from arriving at definitions and adhering to the tenants of good storytelling, there is a under-appreciated new factor that brands must consider. The explosion of channels, social, digital and mobile in recent years has shifted attention away from really…

Multicultural Marketing Requires A Whole-Market Approach

October 5, 2015

The much touted diversity in advertising—the notion that advertisers have finally awakened to the growth opportunities grounded in the multihued population explosion taking place in the U.S. today— is at best malarkey and at worst a veiled attempt to feign a level of sophistication about reaching and connecting with a diverse consumer base. Illustration: Max Estes…

REFRAME: The Summit – The Total Market Definition

September 15, 2015
By: Jeffrey L. Bowman

March 2014, REFRAME: The Association (formerly the CCMCA) announced the definition of Total Market as well as implications to the brands and businesses. At the 2nd Annual REFRAME: The Summit – A Total Market Industry Conference and Awards Event, the founder and chairman, Jeffrey L. Bowman provides additional context about the definition, the origin and…

The Hallmarks For Championing The Total Market Enterprise Approach

September 9, 2015
By: Lizette Williams

Lizette Williams from Kimberly – Clark is tasked with being a visionary every day. This means identifying what the future holds for Kimberly-Clark and influencing everyone in the organization. It’s a big task for the only multicultural marketer in the organization that is not diverse. Williams knows fearlessness. Total Market Enterprise™ means thinking bigger for ideas…

If Not A Multicultural Marketer, Then What Are You?

September 9, 2015
By: Lizette Williams

When Lizette Williams, the North America multicultural marketing leader for Kimberly-Clark, mentors other women, she endorses being the best at what one does and leaving nothing on the table. Williams says she is “not a multicultural marketer.” She is a “marketer.”

The Inevitable Evolution – Where Is The Industry Going?

September 15, 2015
By: Jeff Yang

Jeff Yang, SVP and Head of Multicultural Insights at the Futures Company, states that as America becomes a “majority minority” country, the evolution of cross-cultural insights is inevitable. With the demographic arc that began in the 60s, marketers cannot speak of the population without acknowledging the plurality of it.