Brands in today's world are often fighting for growth in the same places, there is a need for someone to be bold and do something different. The next big trends always start in the margins of society.

In this podcast, Dr Nicki Morley is joined by Dr Helen Edwards (Adjunct Associate Professor of Marketing at London Business School, Author, Columnist, and Consultant), to discuss how the key to understanding growth is having a greater focus on consumers and the behaviours they find value.

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