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How tapping marginal behaviors can drive innovation with Helen Edwards

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How tapping marginal behaviors can drive innovation with Helen Edwards

In Ep. 14 of BRITE Ideas, JP and Matt speak with Helen Edwards (Co-founder, Passionbrands) on her latest book From Marginal to Mainstream: Why Tomorrow's Brand Growth Will Come from the Fringes - and How to Get There First. Things kick off more broadly around the challenge to focus marketing around both reach and meaning which the assessment that most people do not really "love" brands. Then the episode dives into how to analyze marginal consumer behaviors with foresight techniques to get hints at what might become mainstream. This process can than create opportunities for brands and businesses to harness consumer-driven innovation. [NOTE: Helen's latest was published by Kogan Page, a supporter of the BRITE Ideas podcast.]

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Engelsk
USA
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VIS NOTER 🔗

00:01:43Introduction: Helen background and latest book
00:03:58Marketing philosophy: Do it all. Be “everywhere” and be “meaningful”
00:06:53Most consumers don’t love brands
00:10:58Purpose strategies need to avoid getting too high altitude
00:15:18Principles of Marginal to Mainstream
00:19:42Foresight of the shift into mainstream
00:28:35Applying the margins into business strategy
00:33:14The ethics of working to harness the margins
00:35:22BRITE Idea: consumer-driven innovation
00:39:28Favorite brand: Beauty Pie

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