Reframe The Marketplace: The Total Market Approach to Reaching the New Majority

Acknowledgments

My journey started in the spring of 1990 when Bobby Hemby, a career counselor at South Carolina State, asked me whether I would like to be an alternate candidate for Pepsi-Cola interviews. Tom Christerphol interviewed me and put me on my way to a great career in marketing, sales, operations, brand management, and corporate strategy. Through them, I gained access to a world I know very well now but not at all then. Through them, I earned a voice in how to build global brands and make a difference in the world. Thank you.

Thank you to Ronald Parker, champion of the diversity effort at Pepsi-Cola. Mr. Parker, your vision for a diverse workplace gave so many of my peers the opportunity of a lifetime. Keep doing what you are doing.

Three books changed my professional life: Why Should White Guys Have All the Fun? by Reginald Lewis, Managing Brand Equity by David A. Aaker, and Competitive Strategy by Michael E. Porter. Each has inspired this book.

None of this would have been possible if it were not for Mr. John Seifert (president and chairman of Ogilvy North America) and Ms. Donna Pedro (chief diversity officer, Ogilvy North America)—two remarkable people who faced the challenge of preparing Ogilvy & Mather for the next 50 years. Who knew a small group of people from Ogilvy's employee resource groups could change the marketing and advertising industry? John, Donna, and the Ogilvy leadership team, you gave us access and a platform to set the agenda for the next generation ...