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.
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