Two years ago at an industry conference, Reframe conducted research for our 2017 State of Total Market Industry Report. 1-on-1 interviews were collected from industry titans across brand management, political, advertising – strategy, advertising- creative, advertising – research, media, technology, entertainment and social impact. The findings and insight across the multiple interviews and brands: The workplace …
This article is the last in a three-part series about 3 ‘Total Market’ Misperceptions. The series provides evidenced based learnings about the topic and a foundation for practitioners looking to modernize their workplace and marketplace approaches. Okay. The Total Market Approach is a little hard. What’s the other option? Continue to do what we’ve always …
Continue reading “Total Market Misperception #3: It is Hard to Operationalize and Scale”
This article is the second in a three-part series about 3 ‘Total Market’ Misperceptions. The series provides evidenced based learnings about the topic and a foundation for practitioners looking to modernize their workplace and marketplace approaches. In 2013, the Association for National Advertisers (ANA), an industry association composed of more than 640 companies with more than 10,000 brands represented …
Continue reading “Total Market Misperception #2: It is a Marketing Approach”
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 for organizations to drive change in the …
Continue reading “Cultural Maturation Phase V: The Mastery 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 may be nearing this phase, few …
Continue reading “Cultural Maturation Phase IV: The Leading 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, but still in the early stages of …
Continue reading “Cultural Maturation Phase III: The Practicing 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 to unlock new marketplace and workplace value. However, A …
Continue reading “Cultural Maturation Phase II: The Growing Stage”
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 …
Continue reading “Cultural Maturation Phase I: The Forming Stage”
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 poly- cultural society. Thus, it is in the interest of every company …
Continue reading “Assessing Your Organization’s Level of Cultural Maturity”