Wednesday, October 19, 2005

Importance of Location on Global Micro Brands (GMB)

This entry was created as a comment on Hugh Macleod's blog, ....

"This is actually a comment on Avin's post, but he brings up an aspect of GMB's that might be of interest to you (and your readers).

How much does location matter?

In Avin's post he talks about Luigi the olive oil producer. If Luigi was based in Florida (USA) instead of Italy, would the brand have the same impact globally? I don't think so. Or perhaps it would create a different type of brand in Florida.

My point is that .... Location matters.

We all have preconceptions based on location (or as Seth Godin says in "All Marketers are Liars", our own "worldview") and these preconceptions influence how we value certain products.
Having said that, as marketers we need to recognize what preconceptions exist in our location and which ones, perhaps, might hold us back.

For example, I have a note card company that makes limited-edition, high-priced note cards based on contemporary art. The high-priced part could leverage the fact that they are made in Connecticut USA (near Greenwich). The contemporary art could leverage New York City.

Of course both of these statements are "in theory", since I still need to take my own advice and revamp my web site,, that is another story for another day.

Hope this adds to the conversation about Global Micro Brands !

Dave Wheeler
Founder, NoteWordy Cards
WriteOn! blog:

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