Micro-Branding: New Niche Strategy
Over the last 18 months, JDM put the strategy of Micro-Brands through an intensive research and develop process to perfect not just the brand strategy as a whole, but also the tactics necessary to execute multi-level branding and positioning as required by micro-branding.
Marketing guru, Guy Kawasaki explains the two keys for positioning success as: know thyself and niche thyself. According to JDM, there’s a new niche strategy in town: “Micro-Branding.”
Micro-Branding is the process of positioning specific service offerings (offered by the same business entity) as different brands, each with their own value proposition and side-stepping overlapping purchase objections from buyers.
Over 18 months, JDM put the strategy of micro-branding through an intensive research and develop process to perfect not just the brand strategy as a whole, but also the tactics necessary to execute multi-level branding and positioning as required by micro-branding.
“Once we had the process down, it was time to test it out, but I’d never subject a client to a brand trial.” Recalls Justin Downey, Owner of modular digital agency, JDM. “So, we decided to test it out on ourselves. Thankfully, it worked and the resulting micro-brands: JDM Labs, JDM Studios, JDM PR, JDM Whiteboard, and JDM Support, fit right into our modular digital agency model (pun intended).”
Justin Downey
Justin Downey is Founder and President of JDM Digital. He's a closet nerd, loves craft beer, and is a poor (but improving) golfer.
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