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From Marginal to Mainstream: Why Tomorrow’s Brand Growth Will Come from the Fringes - and How to Get There First - Tapa blanda
Sinopsis
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."Sinopsis" puede pertenecer a otra edición de este libro.
Acerca del autor
<p><b>Dr Helen Edwards</b> straddles the business and academic worlds of marketing through teaching, writing and consultancy. She is an award-winning columnist at <i>Marketing Week</i>, 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<i><b> Creating Passion Brands</b></i>, published by Kogan Page and is based in London, UK.<br><br>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.</p>
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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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From Marginal to Mainstream: Why Tomorrowâs Brand Growth Will Come from the Fringes - and How to Get There First
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Kogan Page 03/02/2023, 2023
ISBN 10: 1398604313
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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. Condición: Very Good. From Marginal to Mainstream: Why Tomorrow's Brand Growth Will Come from the Fringes - and How to Get There First This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Nº de ref. del artículo: 7719-9781398604315
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From Marginal to Mainstream
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Kogan Page Ltd, 2023
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Softcover. Condición: As New. Leichte Kratzer / Abnutzungen / Druckstellen. 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. Nº de ref. del artículo: 1fb03f96-e34a-445f-b0c4-bf0a88b621d9
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From Marginal to Mainstream : Why Tomorrow?s Brand Growth Will Come from the Fringes - and How to Get There First
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From Marginal to Mainstream
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Calificación del vendedor: 5 de 5 estrellas
Paperback. Condición: 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. Nº de ref. del artículo: LU-9781398604315
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From Marginal to Mainstream : Why Tomorrow?s Brand Growth Will Come from the Fringes - and How to Get There First
Publicado por
Kogan Page, 2023
ISBN 10: 1398604313
ISBN 13: 9781398604315
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Tapa blanda
Librería: GreatBookPrices, Columbia, MD, Estados Unidos de America
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From Marginal to Mainstream
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Paperback. Condición: 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. Nº de ref. del artículo: LU-9781398604315
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From Marginal to Mainstream
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