Beschreibung
WINNER: NYC Big Book Award 2021 - Marketing & PRConsumers are changing but the marketing categories used to identify them have not. Engage with this new generation of consumers who increasingly take for granted that products and advertising will blend their multiple brand identities rather than market to them as a specific subculture. Male or female, work or play, online or offline. These and other market categories are no longer relevant as modern consumers defy traditional boundaries and identify as members of multiple subcultures. The New Chameleons reveals how to engage with this new generation and how to stand out among the competition. Global consumer behavior expert Michael R. Solomon directs marketers to move beyond their traditional categories and communicate with consumers as individuals rather than as a market segment. He explains how traditional marketing is based on the assumption of boundaries between us and them, the individual and the collective, producer and consumer, work and play, humans vs. computers, and editorial vs. commercial. He then shows how those boundaries are blurring: people identify with members of multiple subcultures; individuals seek collective advice before making a purchase; consumers no longer distinguish between purchases online or in-store; consumer-generated content becomes the norm; gender identity is fluid; gamification strategies turn work into play; and identity marketing becomes more popular. Combining history, data, experience and examples, The New Chameleons is written for every marketer (or reader) who wants to offer products and services that resonate with consumers now and in the future.
Rezension
"If you're still marketing like Mad Men, you're missing tremendous opportunities in our newly fractured world. Michael shows how to reach real people instead of targeting stereotypes." ("David Meerman Scott, Wall Street Journal bestselling author of Fanocracy")
"After blowing up our decades-old model for understanding consumers, the first thing Michael Solomon does is, thankfully, give us everything we need to rebuild a new one. Even though we marketers knew deep down that consumers didn't fit so neatly in the "cages" we put them, we didn't have a better way of thinking or understanding them. But that's what this book does: by walking us through a series of the black-and-white thinking that got us in the mess in the first place, Solomon shows us the depth, breadth and opportunity that lies in all the beautiful shades of gray in between." ("Tamsen Webster, Message Strategist, "Find the Red Thread"")
"The original chameleon himself, Michael Solomon has again provided the consumer research industry with a timely jolt to our established thinking into how brands can best uncover new or unmet needs. With an abundance of new tools, techniques and technologies at our disposal in 2020, The New Chameleons gives a pragmatic overview of the challenge and opportunity presented if we take a fresh perspective on segmentation...what would once have been classed as an "outlier" in research data could become your next big opportunity." ("Sue Temple, Global Consumer & Shopper Insights Consultant, ex Coca-Cola, Pepsico, Woolworths & Nielsen")
"Human beings have escaped biology and, thus, gender. We have stepped beyond politics and nationality. The boxes they try and fit us into no longer work. Michael explains why the modern market researcher, census taker and pollster are getting it wrong - especially in a PostPan world." ("Paco Underhill, author of Why We Buy: The Science of Shopping")
"Today's consumers are tough to classify. But thankfully we have Michael Solomon's new book to show us the way. Fun to read and deeply insightful, it's useful to anyone who wants help navigating this new world." ("Jonah Berger, Author of Contagious and The Catalyst")
"Enabled by technology and accelerated by transformations of our global cultural and social ecosystems, traditional categorization of consumer behavior is out the window! Michael Solomon brilliantly helps us understand and navigate the continuously evolving and rapidly morphing intersections of marketers and consumers. This is a must-read not only for marketing professionals, but for all stakeholders in their brand's future in every function and at every level." ("John Greco, Founder & Chairman, the Marketing IMPACT Council™. Former CEO of the Direct Marketing Association and former Director of AT&T Bell Laboratories’ Consumer Lab")
"Michael stiches the trends of today to the future of consumerism in a way that is both provocative and inspiring. This book should be required reading for every Marketer; it's a wake-up call to the undeniable truth that we need to think and attack our challenges in a profoundly new way." ("Patrick Rodmell, President, Rodmell & Company Inc.")
"Michael Solomon proves yet again why he's such a trusted and insightful consumer behaviorist. In The New Chameleons , he explains why traditional segmentation is too blunt an instrument and outlines, in very practical terms, what marketers should do about it. This is a great read for marketing's modern age." ("William F.N. Gullan, President, Finch Brands")
"When commercial borders between nations disappeared, so did many brands who could not adapt. Now that the borders between just about everything else in our culture are evaporating, how do you make sure your brand doesn't go the way of the dinosaurs?
"Simple lifestyle categories are gone for good; no consumer wants to be locked in category cage with a cute label. Michael Solomon introduces us to a new way of understanding and appreciating these new chameleon consumers. Brands should be branded with a label; consumers shouldn't." ("Laura Ries, Co-author of The Immutable Laws of Branding, The Fall of Advertising & the Rise of PR")
