Description
<p><b>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. </b><br><br>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. <br><br>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.<br><br>Using original research and analysis of the brands that have successfully backed marginal behaviours,<i><b> From Marginal to Mainstream</b></i> provides a framework for understanding and evaluating this non-obvious, untapped potential. <br><br>Marginal behaviours may be unpromising, untested, weird, even sometimes repulsive - yet they can point the way to the future. <br><br>Today's margins are tomorrow's pot of gold - if you know where and how to look.</p>