From Marginal to Mainstream

<p><b>Legacy brands are struggling. </b><b>All around the world mainstream thinking is holding back mainstream growth. The quest for small advantages in established businesses and brands has become a zero-sum game - producing small share gains and losses but nothing to bring about sensational new growth.</b> <p/>This book shows why businesses marketers and entrepreneurs need to break through '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. <p/>Using new research and analysis of the brands that have successfully backed marginal behaviours <b><i>Marginal to Mainstream</i></b> provides a framework for understanding and evaluating untapped mainstream potential. <p/>Marginal behaviours may be unpromising untested weird even sometimes repulsive - yet they can point the way to new innovation new routes to market and exciting new category creation. <p/>Today's margins are tomorrow's pot of gold - if you know where and how to look.</p>