The business established by a small Savile Row tailor and grown through a blog, English Cut, is one example of "The Global Microbrand" that works. It works because it takes you into the shop of Thomas Mahon where you can see up close and personal how his craft is practiced and learn about the life of a small firm. You can find more information on the backstory of the business here.
Thanks to the genius brewed in a conversation, a social media tool -- a blog -- helped grow this small business into a full fledged Global Microbrand. I should also mention that one half of the conversation was held by former advertising copywriter Hugh MacLeod. These tools are definitely a good way to make things happen indirectly, as Hugh says. Perhaps companies will start paying more attention. Individuals and their lifestyles are changing accordingly -- would you trade these views?
This is probably not exactly an example of a Global Microbrand, as the service is not portable just yet. It is a good example of the use of social media to generate leads. Marketer, blogger and now entrepreneur Gianandrea Facchini opened a restaurant only a couple of streets away from the Trevi Fountain in Rome. Gianandrea had the idea to open a Jazz Club underneath the restaurant to complement the food offering with the entertainment for the rest of the evening. He started a blog to get the word out and highlight the Club's programs.
I was there a mere month ago for dinner and could see how easily people would adjourn with a visit to the club for drinks and snacks afterwards. As well, some people may decide to go to the Club, then learn that there is a restaurant upstairs and try it. The blog is a nice bow tied around them, with the occasional integration of other marketing tactics.
If social media works as a lead generation tool for small businesses and to build Global Microbrands, does it work for B2B? That is what we are exploring today at MarketingProfs Daily Fix.
[Photo of Dune Restaurant bar courtesy and copyright of Gianandrea Facchini, Flickr.]