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

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,
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