Description
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.
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. 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. Using original research and analysis of the brands that have successfully backed marginal behaviours, From Marginal to Mainstream provides a framework for understanding and evaluating this non-obvious, untapped potential. Marginal behaviours may be unpromising, untested, weird, even sometimes repulsive - yet they can point the way to the future. Today's margins are tomorrow's pot of gold - if you know where and how to look.Author: Helen Edwards
Publisher: Kogan Page
Published: 02/28/2023
Pages: 264
Binding Type: Paperback
Weight: 0.83lbs
Size: 9.21h x 6.14w x 0.72d
ISBN13: 9781398604315
ISBN10: 1398604313
BISAC Categories:
- Business & Economics | Marketing | General
About the Author
Helen Edwards is a branding consultant, based in London, UK, and an award-winning columnist at Marketing Week, focusing on brand positioning and brand strategy. She is the director of Passionbrand, a Teaching Fellow in Marketing at London Business School and is the author of Creating Passion Brands.