From Marginal to Mainstream

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

This title was previously available on NetGalley and is now archived.
Buy on Amazon Buy on BN.com Buy on Bookshop.org
*This page contains affiliate links, so we may earn a small commission when you make a purchase through links on our site at no additional cost to you.
Send NetGalley books directly to your Kindle or Kindle app

1
To read on a Kindle or Kindle app, please add kindle@netgalley.com as an approved email address to receive files in your Amazon account. Click here for step-by-step instructions.
2
Also find your Kindle email address within your Amazon account, and enter it here.
Pub Date 03 Feb 2023 | Archive Date 19 Sep 2023

Talking about this book? Use #FromMarginaltoMainstream #NetGalley. More hashtag tips!


Description

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.

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...


Available Editions

EDITION Other Format
ISBN 9781398604315
PRICE £24.99 (GBP)
PAGES 256

Available on NetGalley

NetGalley Shelf App (PDF)
Send to Kindle (PDF)
Download (PDF)

Average rating from 1 member