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From Marginal to Mainstream: Why Tomorrow’s Brand Growth Will Come from the Fringes - and How to Get There First - Brossura
Sinossi
Legacy brands are struggling. 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.
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.
Using new research and analysis of the brands that have successfully backed marginal behaviours, Marginal to Mainstream provides a framework for understanding and evaluating untapped mainstream potential.
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.
Today's margins are tomorrow's pot of gold - if you know where and how to look.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
Informazioni sugli autori
Dr Helen Edwards straddles the business and academic worlds of marketing through teaching, writing and consultancy. She is an award-winning columnist at Marketing Week, an adjunct associate Professor of Marketing at London Business School, and sits on the board of the UK Effies. She is also the author of Creating Passion Brands, published by Kogan Page and is based in London, UK.
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.
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
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From Marginal to Mainstream: Why Tomorrowâs Brand Growth Will Come from the Fringes - and How to Get There First
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Paperback. Condizione: New. 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. Codice articolo LU-9781398604315
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