Helen Edwards

From Marginal to Mainstream (eBook, ePUB)

Why Tomorrow's Brand Growth Will Come from the Fringes - and How to Get There First

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 264
• Erscheinungstermin: 3. Februar 2023
• Englisch
• ISBN-13: 9781398604322
• Artikelnr.: 67352198

Autorenporträt

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.

Inhaltsangabe

Chapter
00: Introduction; Section
ONE: The margins and why they matter; 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; 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; 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

---

• • Chapter - 00: Introduction;
• Section - ONE: The margins and why they matter;
• • 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;
• • 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;
• • 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

Rezensionen

"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