Hmmm, a Global Microbrand, maybe?
It is important to find a niche, says Dolak, and he argues that the days of mass marketing are over. "It is healthy to see any market as a collection of niches," he says. "I feel that mass market appeal to hundreds of millions of consumers is over. Consumers want products they feel are customized to just the way they want it. Focusing on a niche, at least at first, is the preferred way to go. You can find an under-served segment and specifically address its unmet needs."
