Microbranding - O'Neil CONNECT Volume 3 Issue 1

Release Date: 1/1/2013

Times have changed forever. What we produce and how we operate are different. And, while many people cling to the past and pine away for the "good ole' days," the ones who will succeed are not married to the way things used to be. At every juncture throughout history, you will find game changers: The kind of people who make things happen.

The future lies in the hands of the creators. These are the marketing types who understand that people don’t buy what you do; they buy why you do it. The successful companies always endeavor to motivate, inspire and educate markets with which they identify. They won’t sit idled and hope things get better. They will be in a position to make things better.

It has been said that you cannot feel grateful and fearful at the same time. One way to become afraid is to feel trapped by any situation. The remedy is choice. In other words, creating multiple alternatives and trying new ideas creates action, and action cures fear.

Superstars know how to embrace fear and make things happen. In addition, they realize that being known is a lot better than knowing. They understand that if they define themselves by others, they can overcome fear and do great things.

In our inaugural issue of 2013, we are proud to share two very insightful and thought–provoking features. Our cover article, "How to Brew a Brand," is a fun way to show the power of micro branding and the power of niche marketing.
These companies understand how important it is to be known. Our second feature, "Leaning
Into Fear," examines how great marketers embrace uncertainty and turn it into progress. It is a timely article as we move forward in an unfamiliar environment.

We are so proud to bring you the kind of content that is important to you. We continue to believe that we must define ourselves by the communities we serve, and that those relationships must be accompanied by great sincerity. We are, in fact, sincere in wanting the best for you this year. In the meantime, we will continue to research the kind of topics that matter most to you and present it in a way that you enjoy.

Happy New Year & warmest regards,