From Marginal to Mainstream
Why Tomorrow's Brand Growth Will Come from the Fringes - and How to Get There First
(Sprache: Englisch)
Understand how legacy and mainstream brands from B2B and B2C through to product and service companies can successfully harness the potential of marginal behaviours for new routes to growth.
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Understand how legacy and mainstream brands from B2B and B2C through to product and service companies can successfully harness the potential of marginal behaviours for new routes to growth.
Klappentext zu „From Marginal to Mainstream “
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.
Inhaltsverzeichnis zu „From Marginal to Mainstream “
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- Chapter - 00: Introduction;
- Section - ONE: The margins and why they matter;
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- Chapter - 01: From 'Does anyone do that?' to 'Doesn't everyone do that?';
- Chapter - 02: Why modern mainstream marketing is a low-growth zone;
- Chapter - 03: Going for growth - Why the margins? And why now?;
- Section - TWO: How to read the margins;
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- Chapter - 04: Overview;
- Chapter - 05: A smouldering fire in the fringes - The elemental beacons;
- Chapter - 06: What's hidden, what's there and what could be - The revelatory beacons;
- Chapter - 07: Shakers of place and pace - The opportunity beacons;
- Chapter - 08: An irresistible momentum - The growth beacons;
- Section - THREE: A strategy for growth;
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- Chapter - 09: Overview;
- Chapter - 10: Entrepreneurs get it - They are marginals too;
- Chapter - 11: Growth from the margins - A marketer's playbook;
- Chapter - 12: The M2M advantage - Seven things every leader should know
Autoren-Porträt von Helen Edwards
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.She founded Passionbrand in 2005 - a boutique brand consultancy based in London, combining strategic and creative skills. Clients include Johnson & Johnson, 3M, Avon, Tesco, MetLife, Nationwide, EDF Energy, BBC Worldwide, Smith & Nephew, The World Economic Forum.
Bibliographische Angaben
- Autor: Helen Edwards
- 2023, 264 Seiten, Maße: 16 x 24 cm, Kartoniert (TB), Englisch
- Verlag: Kogan Page
- ISBN-10: 1398604313
- ISBN-13: 9781398604315
- Erscheinungsdatum: 28.02.2023
Sprache:
Englisch
Pressezitat
"Essential reading for any organization seeking growth in today's difficult economic environment. Full of practical tools and examples." Costas Markides, Professor of Strategy and Holder of the Robert Bauman Chair in Strategic Leadership, London Business School
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