Helen Edwards has an MBA from London Business School, is a PhD in marketing and straddles the business and academic worlds of marketing through teaching, writing and consultancy. She is an award-winning business columnist, an Adjunct Associate Professor of Marketing at London Business School and is part of the Marketing Week MiniMBA team. Her latest book, ‘From Marginal to Mainstream: why tomorrow’s brand growth will come from the fringes – and how to get there first’ was published in March.