The workplace is two generations culturally removed from the new marketplace(c). With the RTB marketplace change approach (RTB TMA) and tools, organizations now have a way of closing the gap in a scalable and sustainable way.
The Total Market topic is battered and bruised. Many have tried to address the topic without truly understanding that it is a form of change management and not advertising. Given the macro human changes, both globally and in the United States, in order for every brand to achieve their maximum value, they will need an operating model for change. At REFRAME: The Brand (RTB), our belief is that the RTB TOTAL MARKET APPROACH™ is the answer.
Our ambition is to help brands accelerate new marketplace change using our evidenced approach. We truly believe the principles of marketing and communications will change because of the emergence of the Total Market industry vertical. Without the new industry vertical, brands will be left only with the traditional “separate but equal” models of General Market and Multicultural marketing.
In 2016, RTB conducted a yearlong research project seeking to understand the state of the Total Market industry vertical. Our most significant finding was that the workplace is two generations culturally removed from the marketplace. Come along with us on this journey and find out how to accelerate change by experiencing the RTB Total Market Approach™, making a commitment, and closing the gap between the marketplace and the workplace.
Our ambition is to help brands accelerate new marketplace change using our evidenced approach. Use this user guide as a way to accelerate your journey and find out how to drive change by experiencing the RTB Total Market Approach™ for marketplace change. Make a commitment and close the gap between the marketplace and the workplace.
Convergence of technology
A new majority (women and minorities)
New products and services
Threat of platforms