Micro

I like Hugh’s latest post on The Global Microbrand. My favourite bit:

6. Again, I’ll say it one more time: Blogging is just the tip of the Cluetrain iceberg. And it wasn’t the tip that sunk the Titanic.

My own take on microbranding is to realise that small stuff matters. Too many brands try to bash us over the head with their fixed propositions values statements, idealised lifestyles etc etc. (And we’re just their customers, think what it’s like for people who work there.)

Sitting on my personal pixel here on the bloggy tip of the iceberg, I’d also say it’s an exchange. I try to influence you but you get to influence me. No-one’s in control here; there is no master plan and no grand narrative. When Hugh does a wine bottle with totally different sorts of label front and back, he broke the rules of the wine business and most marketing departments. Except that those rules never existed in the real world, only in our heads. He didn’t do it knowing what the impact would be, it was just an experiment. It’s all an experiment.

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1 thought on “Micro

  1. Phil Dourado

    All new things whether it be the theory of evolution or screw caps on wine bottles take time to become accepted … so many negative people out there ….

    Did you know that ….

    ‘One of the champions of the screw cap cause is a collection of New Zealand wineries who formed the New Zealand Screwcap Wine Seal Initiative in 2001. Now numbering more than 40 producers, the group’s aim is to ensure the quality of their wine in response to escalating cork tainting problems. They had an almost immediate impact with the proportion of New Zealand wine using screw caps shooting up from zero in May 2001 to 14.4% by December 2002.’ … so there!

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    Hi Johnnie. Welcome back belatedly from your travels. While you were in Canada, you may have come across this company already, so sorry if I’m commenting based on something you know already…”Small stuff matters”. And inflexible brand propositions look tired. Absolutely: continuing the bottle label theme, if you throw in co-creation, and a dash of The Long Tail, you get MyJones soda , where you upload your own photo to go on a bottle of soda, upload your own words to go on the back, tell them the recipe you want in your soda, wait a week or two, and your personalized, own-brand pack of twelve bottles of soda is delivered to your door. Their biggest seller is turkey and gravy soda. This is a ‘microbrand’ in a different sense from the ‘global microbrand’ – small, local producers selling globally. As opposed to that, this is the creation of a whole series of ‘microbrands’ of a different type, with the customer doing the branding and co-creation, and the brand they create only existing for a short space of time, till the 12-pack is consumed and the customer decides it was fun and they’ll design and create another one. I hear from Peter Fisk that this company is now the second largest soft drink company in Canada after Coke, beating Pepsi. http://www.MyJones.com

    Reply

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