From Marginal to Mainstream

Why Tomorrow’s Brand Growth Will Come from the Fringes - and How to Get There First
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.

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.

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.

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.

Using original research and analysis of the brands that have successfully backed marginal behaviours, From Marginal to Mainstream provides a framework for understanding and evaluating this non-obvious, untapped potential.

Marginal behaviours may be unpromising, untested, weird, even sometimes repulsive - yet they can point the way to the future.

Today's margins are tomorrow's pot of gold - if you know where and how to look.

UK Delivery:

• Free delivery on all orders of £10 or more.
• £1.49 delivery fee on orders below £10.
• UK orders are shipped via Royal Mail 2nd Class.

International Delivery:

• Flat rate delivery charges vary by country.

Dispatch and Delivery Times:

• All orders are shipped from our warehouse in Northampton, UK within 48 hours of receipt during working hours.
• UK mainland orders typically arrive within 3-5 working days via Royal Mail 2nd Class.
• International estimated delivery times:
• Europe & Channel Islands: 7 to 10 working days
• USA: 7 to 15 working days
• Rest of the World: 9 to 21 working days

View our full delivery infomation here.