I came across a recent on-line articles from the New York Times discussing advertisers reaching out to millions by using "uniqueness" in marketing campaigns. In the article, "It’s All About You, and Millions of Others" by Stuart Elliott (Published: August 16, 2010), Elliott describes a new advertising campaign by New Era in which "the mainstream is becoming a collection of niche streams is a campaign to be announced."
The author goes on to state that with the campaign "consumers will be urged to 'Start your own movement,' 'Raise your own
game,' 'Blaze your own trail,' 'Create your own world,' 'Sing your own
song' and 'Make your own grand entrance' just about everything except 'Be your own brand' and 'Grow your own vegetables.'" Most would agree that this aligns with the American spirit to be independent and bold.
So what does this mean for small businesses? Well Small Biz owners can perhaps try to combine the concept of going local while also going unique - in other words, trying to encourage consumers to purchase from local businesses while still portraying an edge of being unique.
People are looking for ways to express themselves. Another possibility, as the article suggests, would be for Small Biz owners to utilize social media such as YouTube and Flickr to allow their consumers to interact with the small business's brand and express themselves.
Read the Full NY Times article.
