The End of Mass Marketing: Go Small, or Go Home

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Today, people demand, and can receive, niche brands and products that are intensely relevant to their distinct personal, cultural and situational requirements, products that stimulate a clear emotional response or solve a personal need. By definition, these niches are unique, authentic and passionate, and consumers will pay a higher price for products created for specifically for them.

Source: The End of Mass Marketing: Go Small, or Go Home – The Startup – Medium