From Marginal to Mainstream: Why Tomorrow's Brand Growth Will Come from the Fringes - And How to Get There First

by Helen Edwards

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...

• Format: Paperback
• Language: English
• ISBN: 1398604313
• ISBN13: 9781398604315
• Release Date: February 2023
• Publisher: Kogan Page
• Length: 264 Pages
• Weight: 0.83 lbs.
• Dimensions: 0.7" x 6.1" x 9.2"