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).”