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The New Chameleons
Book

The New Chameleons

How to Connect with Consumers Who Defy Categorization

Kogan Page, 2021 más...


Editorial Rating

9

Qualities

  • Eye Opening
  • Visionary
  • Engaging

Recommendation

Today’s consumers defy simple categorization, says marketing professor and consultant Michael R. Solomon, and marketers vested in binary thinking won’t appeal to them. Brands must undergo a mind-set shift and recognize the postmodern collapse of most of the rigid labels of the past; for example, they must recognize that, today, gender is fluid; perceived age eclipses real age; and the division between sellers and buyers is disappearing. Solomon guides marketers toward a more sophisticated, actionable understanding of identity construction and consumer behaviors in an increasingly complex world.

Take-Aways

  • Marketing categories are expanding beyond traditional demographic labels.
  • Traditional views of customer differentiation can fuel stereotypes.
  • Buying options overwhelm consumers; they want less choice – not more.

About the Author

Marketing professor with Saint Joseph’s University’s Haub School of Business Michael R. Solomon advises global brands, including Calvin Klein and Campbell’s.


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