Content from our thought leader

Jeffrey L. Bowman

Jeffrey L. Bowman is an author, founder and chairman of the Reframe: The [Brand]™ - the "McKinsey of Culture" - an organization dedicated to preparing executives for the New Majority. The organization provides Total Market Enterprise™ advisory, education and training through a SaaS platform. Launched in 2003, Jeffrey has grown the membership to include brands like MillerCoors, Verizon, Wyndham, Prudential and United. As a former senior partner and managing director at Ogilvy & Mather, one of the world’s largest advertising and communications agencies, it was there where Jeffrey pioneered a new communications model that bridged the general market and multicultural marketing communications approach. Today, he leads the industry charge in transforming brands and businesses for the New Majority. Author of the highly acclaimed "The Cross-Cultural Report" and the "Brand Cross-Cultural Index," two firsts for the industry, Jeffrey has become advertising’s most recognized pioneering thought leader and practitioner on the Total Market approach. This new industry category challenges the antiquated approach to marketing and advertising developed in the 1950s and taps into all the new and emerging consumer segments that are currently transforming the world’s population. Jeffrey’s book "REFRAME The Marketplace: The Total Market Approach to Reaching the New Majority" serves as the first industry guide for businesses eager to take advantage of the New Majority opportunity using the Total Market approach. The guide highlights ways brands and business are able to systematize the Total Market Enterprise™ process and shares best practices required for teaching organizations, marketers, and education leaders how to connect with and profit from the New Majority. A true strategist and pioneer, Jeffrey is known for change management and marketing effectiveness work with global brands British Petroleum (BP), British Airways, Coca-Cola, Campbell’s, GAP, IKEA, Kimberly-Clark, S.C. Johnson, Mass Mutual, MetLife, PepsiCo, Unilever, United Airlines, Verizon, and Wyndham, among others. His work in reframing the marketplace has been covered in The New York Times, Advertising Age, and The Economist. Jeffrey lives in New York City with his wife and two daughters.

When black and brown is not enough
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When black and brown is not enough

Pepsi's epic failure is emblematic of the problems of a monocultural workplace, writes the founder and CEO of Reframe The Brand.

Close the gap: The state of the 'total market' industry
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Close the gap: The state of the 'total market' industry

If we do not get the total market topic right, businesses could lose the next 50 years of market share, writes author and founder of Reframe: The Brand.

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