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Being cultrepreneurs
Written by: Mark Di SommaArticle Overview: You don’t have to be big to be great. Cultrepreneurs are the ultimate niche marketers, because they have not just identified their niche, they have also made that market feel exclusive. And in a world where everybody has access to everything, that’s a very special feeling for those who are now their customers. Learn more about this emerging style of entrepreneur.
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Free Download - Being cultrepreneurs By Mark Di Somma |
Being cultrepreneurs
Cultrepreneurs have one thing in common. A fervent determination to be black sheep. This is most obviously borne out in their business-driven decision not to mainstream. Far from fighting for the traditional profile and footprint, cultrepreneurs work away from the spotlight, and under the radar.
Cultrepreneurs understand something that the big corporates don’t. You can be huge in status and intimate in mindset.
Who cuts it as a cultrepreneur?
Cultrepreneurs combine two ideas that have always been considered irreconciliable – successful and anonymous. What the cultrepreneurs truly understand is that not everyone wants to buy what everyone else buys. For some customers, the ability to seek out and secure the unknown is nothing short of a thrilling act. That’s why such customers will go out of their way to secure the out of the way.
In many ways, it’s a step back to time to the era of the discoverers – except now the barrier of the great unknown that so intimidated Magellan and Columbus has been replaced by the barrier of the “great knowns”, the mega-brands who have totally turned off today’s contrary consumer. In a world of globalisation, corporatisation, mega-mergers and brands that are big to the point of obese in these world-weary customers’ eyes, the cults have recognised that downplayed is fascinating for those who are tired of being oversold.
Five sure signs of a successful cultrepreneur’s brand
Cult brands live and die on their obscurity, their credibility and their ability to stoke fanaticism. Never have the words “never heard of them” carried so much weight.
Enigmatic
Cult brands are all about being under-stated. They are the underground of commerce. The brands that become known, not the ones that make themselves known. In a world of hype and superlatives, the cultrepreneur brands are the strong, conspicuously silent types. In fact, they often have to be not seen to be believed.
Treasured
Cult brands are like any cult in one respect – those who believe will walk over hot coals to get to them. And they attract that level of loyalty because there is a consensus amongst fans that these companies and their brands are quality-driven. They have not stooped to “mass production”, no matter what the quantities. They have not sold out. Perhaps that’s why cultrepreneur brand production lines are often booked years in advance. And why cultrepreneurs are often very well off individuals.
Pure
Cult brands are touchpoints to the non-glasstowers world. They are the businesses that are seen as exceptional in what they do and untainted in the manner in which they pursue it. People identify with them because they feel “real”. The money they make is accepted as rewards for their talents, not opportunism or greed. In a world of increasing disillusion with corporate behaviours, those are powerful ideas to have on your side.
Tenacious
Basically because they have to be. It takes time for the word to get around, but true cultrepreneurs are prepared to wait for attention to build. Dedication is also a cultrepreneur credential, because it shows commitment, experience and fire in the belly. Cultrepreneurs bide their time – not easy in these days of go-to-market urgency, knowing that surely, inevitably those who adore what they do will seek them out.
Worldwide
Not always – but certainly often. The internet has not just powered up whole new ways of being in several markets, it’s also driven a whole new way of marketing. A huge number of consumers and fans are now networked as never before, and chatrooms, blogs and sites like epinion.com offer unprecedented opportunity for fans to share their “discovery” with world-wired communities. A mention here, a sighting there ... and suddenly, a cultrepreneur is born, or rather, found. All of this has helped make location less relevant, and the URL the calling card of choice.
Cultrepreneurs: Are they the next breed of branders?
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About the Author: Mark Di Somma RSS for Mark's articles - Visit Mark's website  After university, Mark Di Somma turned his love of writing into a career - working in radio and then in ad agencies, before starting a direct marketing agency. A chance assignment prompted him to diversify into brand strategy. It quickly became a passion, then a career, and finally the Audacity Group, his thinking and writing consultancy. Today Mark works as a strategist, writer and senior creative consultant to design firms and ad agencies. He works directly with senior management teams facilitating, problem solving and sometimes as part of a change program. And as a specialist in investor branding, he also has an in-depth understanding of how to talk to investors. Keynotes and workshops are opportunities to combine his addiction to problem solving with his love of language. Breaking myths, pitching new ideas and thinking, finding ways forward; sharing impressions and opinions, telling exciting stories. You'll love the way Mark gets what makes sectors and people tick. He's fascinated by what happens when market dynamics and human reactions collide. First and foremost, he says, companies need to think their way out of trouble. His guiding principles: solve a problem in your head, drive the answer from your heart, put your commitments on paper, and never be afraid to ask the inconvenient questions. Mark's style is energetic and stimulating, and people really warm to his lateral approach to key issues facing leaders and business owners and his ability to identify and address those issues with optimism and positivity. At his sessions, lines of inquiry, ideas and insights fly, and it won't be long before you and your team are re-evaluating what you do, why it gets done and where it can take you. Contact Mark on +64 4 801 7720 or email him at mark@markdisomma.com. Click here to visit Mark's website   The emerging marketing choice fame or respect The new marketing question Will they follow Brand talking Wrapping your brand around Word of Mouth Cultrepreneurs Are they the next breed of branders Being cultrepreneurs |
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