Golbal Microbrand by hugh macleod

Here is a very timely posting from gapingvoid by hugh macleod

October 11, 2005
the global microbrand rant



Since I first used the term here in December of last year, I have been totally besotted with the idea of "The Global Microbrand".

A small, tiny brand, that "sells" all over the world.

With the internet, of course, a global microbrand is easier to create than ever before. But they've existed for a while. Imagine a well-known author or painter, selling his work all over the world. Or a small whisky distillery in Scotland. Or a small cheese maker in rural France, whose produce is exported to Paris, London, Tokyo etc. Ditto with a violin maker in Italy. A classical guitar maker in Spain. A commercial sign maker in New England. Or a sheet metal entrepreneur in the U.K.

And with the advent of blogs this was no longer just limited to people who made products. We saw that any service professional with a bit of talent and something to say could spread their message far and wide beyond their immediate client base and local market, without needing a high-profile name or the goodwill of the mainstream media. People like Jennifer Rice, Johnnie Moore and Evelyn Rodriguez come to mind.