From Marginal to Mainstream: Why Tomorrow’s Brand Growth Will Come from the Fringes - and How to Get There First - Softcover

Edwards, Helen

Softcover

ISBN 10: 1398604313 ISBN 13: 9781398604315

Publisher: Kogan Page, 2023

Synopsis

<p><b>Legacy brands are struggling. The hand-to-hand combat for advantage has become a zero-sum game - producing small share gains and losses but nothing to bring about sensational new growth. </b></p><p>This book shows why businesses, marketers and entrepreneurs need to break free from their 'mainstream inhibition' and turn their attention to the margins - to confront, evaluate and embrace the 'strangeness' of behaviours, ideas and ways of life at the fringes. </p><p>Why? Because marginal behaviours can break through and take off. They can go mainstream. They can unleash 'consumer-driven disruption', promoting new innovation, new routes to market, new winners and losers - and new growth.</p><p>Using original research and analysis of the brands that have successfully backed marginal behaviours,<i><b> From Marginal to Mainstream</b></i> provides a framework for understanding and evaluating this non-obvious, untapped potential. </p><p>Marginal behaviours may be unpromising, untested, weird, even sometimes repulsive - yet they can point the way to the future. </p><p>Today's margins are tomorrow's pot of gold - if you know where and how to look.</p>

About this title

About the Author

<p><b>Dr Helen Edwards</b> straddles the business and academic worlds of marketing through teaching, writing and consultancy. She is an award-winning columnist at <i>Marketing Week</i>, an adjunct associate Professor of Marketing at London Business School, and sits on the board of the UK Effies. She is also the author of<i><b> Creating Passion Brands</b></i>, published by Kogan Page and is based in London, UK.</p><p>She founded Passionbrand in 2005 - a boutique brand consultancy based in London, combining strategic and creative skills. Clients include Johnson &amp; Johnson, 3M, Avon, Tesco, MetLife, Nationwide, EDF Energy, BBC Worldwide, Smith &amp; Nephew, The World Economic Forum.</p>

Edition details

• Publisher: Kogan Page
• Publication date: 2023
• Language: English
• ISBN 10: 1398604313
• ISBN 13: 9781398604315
• Binding: Paperback
• Edition number: 1
• Number of pages: 264