From Marginal To Mainstream by Helen Edwards
Why Tomorrow's Brand Growth Will Come from the Fringes - and How to Get There First
A marketing and innovation playbook arguing that the fastest future growth will come from fringe behaviors and overlooked tensions at the edges of culture, then showing how to turn those marginal signals into scalable propositions. It outlines practical steps to spot weak signals, evaluate commercial potential, reduce risk through staged experiments, and craft positioning that bridges subcultures to the mass market. Drawing on cross-category case studies, it explains how to overcome barriers such as norms, language, distribution, and regulation, and how to time the move from niche to mainstream. The result is a pragmatic guide for brand leaders seeking defensible growth beyond crowded, incremental spaces.
- Published
- 2023
- Nationality
- British
- Length
- Unknown
- Pages
- Unknown
- Original Language
- English
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- Alternate Titles
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