From Marginal to Mainstream: Why Tomorrow's Brand Growth Will Come from the Frin

<p><b>Legacy brands are struggling. </b><b>All around the world, mainstream thinking is holding back mainstream growth. The quest for small advantages in established businesses and brands has become a zero-sum game - producing small share gains and losses but nothing to bring about sensational new growth.</b> <p/>This book shows why businesses, marketers and entrepreneurs need to break through '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/>Using new research and analysis of the brands that have successfully backed marginal behaviours, <b><i>Marginal to Mainstream</i></b> provides a framework for understanding and evaluating untapped mainstream potential. <p/>Marginal behaviours may be unpromising, untested, weird, even sometimes repulsive - yet they can point the way to new innovation, new routes to market and exciting new category creation. <p/>Today's margins are tomorrow's pot of gold - if you know where and how to look.</p><br><br><b>Author:</b> Helen Edwards<br><b>Publisher:</b> Kogan Page<br><b>Published:</b> 02/28/2023<br><b>Pages:</b> 256<br><b>Binding Type:</b> Paperback<br><b>Weight:</b> 0.83lbs<br><b>Size:</b> 9.21h x 6.14w x 0.72d<br><b>ISBN:</b> 9781398604315