The Social Global Microbrand

A concept I use a lot in my work is that of the Global Microbrand, a company that "stays small but sells all over the world".

Working with social enterprises and other socially focussed organisations I started to realise that this concept could apply quite neatly to an organisation’s social impact as well as its financial success.

Put simply, instead of "stay small but sell all over the world", an organisation can now use the web to "stay small but influence all over the world". This is good news for organisations that want to remain small, nimble and innovative.

Instead of growing in influence by growing in size, organisations can now use the web to tell the world what they’re doing in great detail, start discussions and show others how to get things done effectively. Meanwhile they’re working on the next set of ideas. I mentioned an example of this in a previous post about my work with Impactt.

These ideas aren’t new, but I’ve found this to be a great way of encapsulating things when talking to socially focussed organisations about their web strategies.