Solomon Michael R. - The New Chameleons

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A brilliant read with the eye-opening power of Thinking Fast and Slow applied to marketing. Solomon challenges marketers to step away from neat and tidy methods of target segmentation in a revealing and accessible way. He provides language that reflects the reality of the post-advertising, multi-channel, hyper-fragmented, insert-buzzword-here environment that businesses need to navigate for success. Most importantly, it shows the way to think about communicating with people, not marketing to consumers reduced to percentages in cross-tab cages.

Sara Bamossy, Chief Strategy Officer, Pitch

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 (home/office, work/play, consumer/producer, online/offline, us/them, male/female, humans/machines, and more), how do you make sure your brand doesnt go the way of the dinosaurs? A great starting place is Professor Solomons The New Chameleons, which provides insights and opportunities that could mark the difference between success and failure for anyone involved in marketing. You know. Like you.

Martin Bihl, Executive Creative Director, LevLane, and Editor-in-Chief of the-agency-review.com

The New Chameleons brings marketers to the edge of tomorrow, revealing deep insights for building the next generation of leading brands.

Derrick Daye, The Blake Project and Branding Strategy Insider

Enabled by technology and accelerated by transformations of our global cultural and social ecosystems, traditional categorization of consumer behavior is out the window! Michael R. Solomon brilliantly helps us understand and navigate the continuously evolving and rapidly morphing intersections of marketers and consumers. Michael shows us how new challenges of engagement also offer new opportunities to those who are able to develop and execute strategies consistent with these dynamic consumer chameleon characteristics. Combining his unique expertise, experience, insights, and perspective with numerous relevant practical specific examples, this is a must-read not only for marketing professionals, but for all stakeholders in their brands future, in every function and at every level (from the boardroom to the mailroom and everyone in between, and whether for-profit, nonprofit, B2C, or B2B in their focus).

John Greco, Founder and Chairman, Marketing IMPACT Council, and former CEO of the Direct Marketing Association and former Director of AT&T Bell Laboratories Consumer Lab

Michael R. Solomon proves yet again why hes 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 marketings modern age.

William F.N. Gullan, President, Finch Brands

Michael R. Solomon skillfully articulates why todays brands must understand the postmodern consumer to remain relevant. The lines between consumer categories have long been converging, and The New Chameleons establishes the need for a brands horizontal appeal and offers practical examples and actionable takeaways.

Asma Ishaq, CEO, Modere

As a serial direct marketer for over 35 years, and a lifelong student of the craft, I look for books (and voices) who are taking everything we have learned up until now and turning it all on its head for deeper understanding. Michael R. Solomon is one of those voices, re-equipping us with new tools and ways of thinking to deal with an unknown marketplace of the future but a marketplace that is more exciting than we ever could have imagined. His latest work debunks many of marketings sacred cows with the goal of taking us to places no one has taken us before. His experience as one of the worlds experts in consumer behavior qualifies him to take us to this place, a place where he can make sure we are ready for whats coming. This is a must-read for every marketer (or anyone) who wants to be relevant, offering products and services based on what consumers demand today (and will demand even more tomorrow).

Brian Kurtz, CEO, Titans Marketing LLC, and former business builder of Boardroom Inc. and author of The Advertising Solution

Michael R. Solomon has scuttled the ideology of marketing experts and psychologists. No longer can consumers be neatly categorized and targeted. He gives marketers a new roadmap on how to succeed in a chameleon-led marketplace.

Andrew Mitchell, CEO, Brandmovers

When I started in design, I was always fascinated with the idea that everything around us is connected and shapes our human experiences. Design is every aspect of our human life. The floor, walls, chair, carpet, table, flatware, objects, lamp, ceiling, clothes on my body, the watch on my wrist, the building, the sidewalks, the roads, the cars, the city are one endless landscapea horizontal connection that must be considered. To use a term of Michaels, these constellations, from interfaces to services to physical goods, make marketing today far more complex than even just 10 years ago. En masse is long over, and this rigorous dissection and complex reading made me feel like a got a masters in marketing. Kudos.

Karim Rashid, Industrial Designer

Solomon is a marketing maverick who compels you to alter the way you think about your customer, your competition, and the not so neatly defined world around you. Everything you thought you knew about marketing will make sense in a completely different context as you look through Solomons lens.

Kimberly Richmond, Principal, richmondmarketing+communications

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; its 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.

Get ready to take a sledgehammer to your old way of thinking about marketing and consumers. Michael R. Solomons newest book turns old-school ideas on their head and helps you see marketingand the consumers youre marketing toin an entirely new light. This is a must-read book for anyone who wants to stay up to date on the latest developments in the business.

Jamie Turner, author, speaker, and CEO of 60secondmarketer.com

After blowing up our decades-old model for understanding consumers, the first thing Michael R. Solomon does is, thankfully, give us everything we need to rebuild a new one. Even though we marketers knew deep down that consumers didnt fit so neatly into the cages we put them, we didnt have a better way of thinking or understanding them. But thats what this book does: by walking us through 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

Solomon makes a compelling case for more enlightened marketing in a postmodern world. He shows that simply adapting to the latest consumer trends or fads is no longer enoughsomething more fundamental is afoot. Use these sample insights to build a better strategy for your business!

John Wittenbraker, Ph.D., Global Director, New Business Development, GfK