From Marginal to Mainstream - Edwards, Helen
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Legacy brands are struggling. To put it simply, mainstream brand thinking is holding back mainstream brand growth. Businesses need to turn their attention to those brands who are playing at the fringes and learn from their business techniques. Mainstream brands are besieged when it comes to being innovative, developing new products and taking new services or goods to market. Legacy brands seek out small and comfortable advantages within their market sectors and while this may produce a small market share uplift, it will never bring about sensational brand growth. From Marginal to Mainstream…mehr

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Produktbeschreibung
Legacy brands are struggling. To put it simply, mainstream brand thinking is holding back mainstream brand growth. Businesses need to turn their attention to those brands who are playing at the fringes and learn from their business techniques. Mainstream brands are besieged when it comes to being innovative, developing new products and taking new services or goods to market. Legacy brands seek out small and comfortable advantages within their market sectors and while this may produce a small market share uplift, it will never bring about sensational brand growth. From Marginal to Mainstream shows why businesses, marketers and product development teams need to break through mainstream inhibition and turn their attention to those brands that are currently in the margins - to confront, evaluate and embrace the strangeness of brand strategies, behaviours, ideas, marketing and and the way of life at the fringes. This may be an unpromising, untested, weird and even sometimes frightening place, yet studying the behaviour of marginal brands - what they get right, how they engage with customers, how they develop products - 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.
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. 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.
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