Discovering the ‘Global Microbrand’ Concept

I love links.  They literally link you to an entirely different world.

From Mike Abundo’s site talking about Alodia Gosengfiao’s downloads available to Globe subs, I got curious when he referred to her as a “global microbrand”.  So I naturally *clicked*.

Which led me to Hugh Macleod‘s blog called “The Gaping Void” and his blog entry “The Global Microbrand Rant.”

It was easy to grasp alright (Macleod says it’s not conceptual rocket science just to get it, LOL).  This is why people have blogs.  This is why the ‘exclusive’ sells.  A blogger can turn any mom n’ pop store,  any home-run business, any local designer’s work into a microbrand — even the small businesses and the persons themselves can wield enough power to influence the world if they knew how to harness the potential of the digital space.

Aside from the concept itself,  3 other things struck me:

  1. The realization (and monetizing) of one’s passion – Alodia Gosengfiao, in her passion for cosplaying, did the right thing by partnering with a global (not just local) CP. At the young age of 22(?), if she played her cards right, she’d be earning royalties (another form of passive income) from drooling boys and no-longer-boys all over the world, all of them eager to have her images downloaded on their mobile phones.  She created a name for herself, and now can earn potentially millions, because she lived out her passion.
  2. The corporate rat race thrives because we make it that way – I’ve read a number of self-help books and e-learning materials that talk about why one SHOULD get out of the rat race. People like Robert Kiyosaki, Tim Ferris, Bo Sanchez, Trace Trajano illustrate how you can go and grow beyond your monthly paycheck, how earning on your own and becoming your own boss is a bazillion times more rewarding than having to trudge through the same thing day in and out to put more money in the pockets of a giant corporation, while you get paid your not-so-fair-share despite the blood-sweat-and-tears you shed daily.  More importantly though, the natural propensity for people is to increase their standard of living, and adjust the lifestyle change when the pay increases.  Buying more material goods and upgrading your lifestyle in so many ways drives you back to the office — so that you work harder, so that you can pay the bills due from creating that new life standard you think you deserve.  Credit card and loan companies like using the line, “Get the lifestyle that you deserve!” in the effort to make you say, “Heck yeah, I work too hard! I need to reward myself with a bigger house, a bigger car, fancier clothes and more trips abroad!” After the acquisition, its back to the grind… to pay back what you just had spent.  Macleod says that lifestyle is “not sustainable”.  Honestly, its happened to me.  Barely 2 years ago, I couldn’t stomach shelling out P2,500 for a bag.  Today I’d be willing to shell out P7,000 for a designer bag… without blinking.  What’s the difference between a Paris-made Longchamp Le Pliage medium short handle made of nylon, versus a locally made Secosana in faux leather?  Aside from paying an extra P6,000 (if you bought the LC here), they basically do the same:  Carry your stuff.  Plus the LC demands a bag organizer or base-shaper (P400-600 a pop) so that it doesn’t look shabby and un-shapely.  Bear with me.  I’m a work in progress.  My fallback?  I can simplify my life (again) and sell all my designer stuff to earn back at least 85% of what I spent.
  3. Creating your own Global Microbrand transcends borders and ‘enlarges your territory’Yes, that last phrase is from Jabez’ Prayer.  It was my prayer in 2007-2009.  Believe me, it definitely WORKS… and sometimes to a crazily overwhelming extent that I’ve to tell God, “Whoa, wait Lord…this enlargement of territory is waaaay to big for me to handle at this time!” But I digress.  Macleod says:

…the Global Microbrand is sustainable. With it you are not beholden to one boss, one company, one customer, one local economy or even one industry. Your brand develops relationships in enough different places to where your permanent address becomes almost irrelavant [sic].

He refers to Robert Scoble (Scobleizer) earlier in the article, calling him the “grand-daddy of this space”, and says, “(Scoble) may work full-time for Microsoft, but whose brand is much, much larger than any job description they could give him; that’s worth far more than anything they’re ever likely to pay him.

That, IMO, is pure awesome.  You can be an employee, yet since you are your own Global Microbrand, you can be anywhere and be worth so much more.

Read the full article here, and be enlightened 🙂

Love abundantly!



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