2023년 5월 24일 · 노트보기

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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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Helen Edward

Kogan Page

Helen Edwards

marketing

brands

consumer-driven

innovation

marginal

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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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