Recent Articles From EvanCarmichael.com http://www.evancarmichael.com/ http://www.evancarmichael.com/Marketing/531/Being-cultrepreneurs.html http://www.evancarmichael.com/Marketing/531/Being-cultrepreneurs.html You don’t have to be big to be great. Cultrepreneurs are the ultimate niche marketers, because they have not just identified their niche, they have also made that market feel exclusive. And in a world where everybody has access to everything, that’s a very special feeling for those who are now their customers. Learn more about this emerging style of entrepreneur. http://www.evancarmichael.com/Marketing/531/Cultrepreneurs-Are-they-the-next-breed-of-branders.html http://www.evancarmichael.com/Marketing/531/Cultrepreneurs-Are-they-the-next-breed-of-branders.html There's a new breed of brander coming - inspired by the conscious choice to build their business not on traditional marketing and footprint, but on fanatical loyalty. Learn more about why the world is now ready for the business person I've dubbed the cultrepreneur. http://www.evancarmichael.com/Marketing/531/The-emerging-marketing-choice-fame-or-respect.html http://www.evancarmichael.com/Marketing/531/The-emerging-marketing-choice-fame-or-respect.html Branding today is increasingly extreme, requiring companies to make extreme choices. One of those is the decision to think huge or small. For marketers, that means making a deliberate choice to pursue one of two outcomes: fame or respect. The former is epitomised by the scale-driven strategies of the major global brands; the latter is a more subtle affair, but one that is gaining traction with customers with every passing day. http://www.evancarmichael.com/Marketing/531/The-new-marketing-question-Will-they-follow.html http://www.evancarmichael.com/Marketing/531/The-new-marketing-question-Will-they-follow.html Suddenly, it’s cool to be obscure. As non-conventional continues to climb in status, perhaps the new strategy is not to significantly publicise your brand to the market at all. Instead, put it out there and wait for the market and customers to find you. Don’t build a brand, create a following … http://www.evancarmichael.com/Marketing/531/Brand-talking-Wrapping-your-brand-around-Word-of-Mouth.html http://www.evancarmichael.com/Marketing/531/Brand-talking-Wrapping-your-brand-around-Word-of-Mouth.html WOM may be hot as a concept, but the brand disciplines needed to achieve a powerful talked-about reputation are age-old. The new age of open source information will challenge the control-freaks who just want to broadcast to their audiences, but for those willing to accept that their brands are now valued as much by the interactions that stakeholders have between themselves, there are new opportunities and ways to capitalise. First though, get the headspace right.