This week's topic is definitely one that is very relevant to a lot of brands, which is branding a micro-niche. This will be especially relevant if you are  in B2B or tech or something similar. In the case of a micro niche, your audience is hyper-targeted and much smaller in size. This can make designing your branding and marketing more difficult than it would be for larger niches that have thousands or hundreds of thousands in their potential market. Today’s guest is going to show us how she has taken her experience in branding and marketing large B2C companies and applied it to a B2B micro niche.  Melissa LuVisi, the Chief Strategy Officer at tab32. tab32 is the leading innovator of dental practice management technology.  Listen in to learn: [2:19] What has been Melissa's interesting career journey? [4:05] What does a strategy office do? [5:12] How did Melissa transition from larger niches into the micro-niche of dental practitioners?  [7:48] How do you build a following for a micro-niche? [9:48] What has been her strategy behind the frequent rebranding? [12:27] Where did Melissa first start when she started branding a micro-niche? [17:07] What is the difference between marketing a large B2C niche and a B2B micro-niche? [19:40] What does Melissa believe is the next thing that companies should lean into to get their brand out there? [23:51] What are some things that bigger companies might learn from smaller ones and smaller companies could learn from the bigger ones about branding? [26:47] What can B2C and niche B2B learn from each other as well? Follow Christine Gritmon on Twitter: @cgritmon and join her each Tuesday for the #ChatAboutBrand Twitter chat Subscribe to the Let's Talk About Brand Newsletter that goes out every Monday to ensure you don't miss a beat! Listen to Let's Talk About Brand on your favorite podcast platform! You can listen and subscribe to all of Adweek’s podcasts by visiting adweek.com/podcasts. Stay updated on all things Adweek Podcast Network by following us on Twitter: @adweekpodcasts. And if you have a question or suggestions for the show, send us an email at [email protected]. Hosted on Acast. See acast.com/privacy for more information.