Marketing to the Super Niche

I am currently reading an excellent book “World Famous: How to Give Your Business a Kick-Ass Brand Identity” by David Tyreman. A passage that struck me talks about the fallacy of being everything to everyone (which according to the author the big businesses do not even do):
For your business to join the ranks of World [...]

How to Build Your Brand

Many small and home-based business owners consider branding to be an exclusive domain of big companies. It is something that Coke, Nike, Apple, Disney and other companies with big marketing budgets engage in.
And this is often a big mistake. Many small businesses unfortunately fail to reap the benefits of having developed a strong brand — [...]