From Marginal to Mainstream

<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> <p/>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. <p/>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. <p/>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. <p/>Marginal behaviours may be unpromising untested weird even sometimes repulsive - yet they can point the way to the future. <p/>Today's margins are tomorrow's pot of gold - if you know where and how to look.</p>