In the presentation by Hugh MacLeod and Rick Segal (MusicIP) on global microbrands the stories about English Cut and Stormhoek were not really new, except the information that it was not the bloggers but the fact of giving wine away free to bloggers caught the attention of the industry and sales channels. Another interesting information was, that Nokia will build bespoke solutions from just 10,000 phones upwards.
A global microbrand is simply a business, which would be small or unsustainable in a local community or even nationwide, but can be big business when it can reach customers world wide through the internet and serve them efficiently. High-end products which cost much more than their transport seem to be natural candidates for this kind of business.
Hugh and Rick will go on a global tour later this year to find potential companies to finance and they asked for suggestions where to visit - they expect to find pearls away from the well trodden paths.
The Global Microbrand
A global microbrand is simply a business, which would be small or unsustainable in a local community or even nationwide, but can be big business when it can reach customers world wide through the internet and serve them efficiently.