From Marginal to Mainstream: Why Tomorrow’s Brand Growth Will Come from the Fringes - and How to Get There First - Couverture souple

Edwards, Helen

Couverture souple

ISBN 10 : 1398604313 ISBN 13 : 9781398604315

Editeur : Kogan Page, 2023

Synopsis

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.

A propos du livre

À propos de l'auteur

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.

Détails de l'édition

• Éditeur: Kogan Page
• Date d'édition: 2023
• Langue: anglais
• ISBN 10: 1398604313
• ISBN 13: 9781398604315
• Reliure: Broché
• Nombre de pages: 264
• Coordonnées du fabricant: non disponible
• Personne responsable: gpsr@libri.de; gpsr@libri.de; ; Europaallee 1; Bad Hersfeld; 36244; Allemagne