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

ISBN-13: 9781398604315 / Angielski / Miękka / 2023 / 256 str.

Helen Edwards

Opis

Understand how legacy and mainstream brands from B2B and B2C through to product and service companies can successfully harness the potential of marginal behaviours for new routes to growth.

Recenzje

"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

Spis treści

• • Chapter - 00: Introduction;
• Section - ONE: The margins and why they matter;
• • Chapter - 01: From 'Does anyone do that?' to 'Doesn't everyone do that?';
  • Chapter - 02: Why modern mainstream marketing is a low-growth zone;
  • Chapter - 03: Going for growth - Why the margins? And why now?;
• Section - TWO: How to read the margins;
• • Chapter - 04: Overview;
  • Chapter - 05: A smouldering fire in the fringes - The elemental beacons;
  • Chapter - 06: What's hidden, what's there and what could be - The revelatory beacons;
  • Chapter - 07: Shakers of place and pace - The opportunity beacons;
  • Chapter - 08: An irresistible momentum - The growth beacons;
• Section - THREE: A strategy for growth;
• • Chapter - 09: Overview;
  • Chapter - 10: Entrepreneurs get it - They are marginals too;
  • Chapter - 11: Growth from the margins - A marketer's playbook;
  • Chapter - 12: The M2M advantage - Seven things every leader should know

O autorze

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.