Toss out your old assumptions about "niche marketing." Today's world of infinite choice and empowered consumers has caused a shift from "one size fits all" mass markets to millions of markets of self-interest. Some niches are mega-niches where consumers number in the millions and annual sales reach $500 million. Some are small but "long tail" niches with exceptional profits. A fixation on market share or size no longer determines a brand's potential. Instead, it's the degree to which your products and services are emotionally relevant to a passionate few.

In response, companies of every size in every category are harnessing niche marketing to drive growth, higher margins and competitive barriers to entry. Those who don't risk becoming irrelevant.

At Brandworks University 2007, marketers learned the "how-to" of the new niche marketing.

For a detailed whitepaper summarizing the 2007 conference learning click here.