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

<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/>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/>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/>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/>Marginal behaviours may be unpromising, untested, weird, even sometimes repulsive - yet they can point the way to the future. <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> 264<br><b>Binding Type:</b> Hardcover<br><b>Weight:</b> 1.22lbs<br><b>Size:</b> 9.21h x 6.14w x 0.88d<br><b>ISBN:</b> 9781398604339<br><p><b>About the Author</b><br><b>Dr Helen Edwards </b>straddles the business and academic world