Page 36 - The Case For Change
P. 36

THE CASE FOR CHANGE      35

































               2018 ANA Diversity Benchmarking Study





               XVII. A CALL TO ACTION:



               AIMM’s FIVE-POINT PLAN





               CMOs and brand managers face a unique challenge. Despite the efforts seen in recent years
               to educate and inform marketing professionals across the nation’s top companies, these
               actions have failed to translate into substantial growth.

               This led to the creation of a fi ve-point plan which fi ts into any company’s overall marketing
               plan. It is based on the premise that a one-size-fi ts-all approach towards segment marketing
               many times prioritizes effi ciencies at the expense of effectiveness.
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