BRITE Ideas

How tapping marginal behaviors can drive innovation with Helen Edwards

May 24, 2023 Columbia Business School Center on Global Brand Leadership Season 1 Episode 14
How tapping marginal behaviors can drive innovation with Helen Edwards
BRITE Ideas
More Info
BRITE Ideas
How tapping marginal behaviors can drive innovation with Helen Edwards
May 24, 2023 Season 1 Episode 14
Columbia Business School Center on Global Brand Leadership

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.]

Show Notes Chapter Markers

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.]

Introduction: Helen background and latest book
Marketing philosophy: Do it all. Be “everywhere” and be “meaningful”
Most consumers don’t love brands
Purpose strategies need to avoid getting too high altitude
Principles of Marginal to Mainstream
Foresight of the shift into mainstream
Applying the margins into business strategy
The ethics of working to harness the margins
BRITE Idea: consumer-driven innovation
Favorite brand: Beauty Pie