From Marginal to Mainstream - Why Tomorrow's Brand Growth Will Come from the Fringes - and How to Get There First (Paperback)

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 distruption', 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.

General

Imprint:	Kogan Page
Country of origin:	United Kingdom
Release date:	2023
First published:	2023
Authors:	Helen Edwards
Dimensions:	234 x 156 x 16mm (L x W x T)
Format:	Paperback - Trade
Pages:	264
ISBN-13:	978-1-398-60431-5
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Advertising Promotions
LSN:	1-398-60431-3
Barcode:	9781398604315

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