tl;dr: the global micro-brand comes to crypto.

Over a decade ago, I taught a series of classes for Microsoft on “Building Your Global MicroBrand.” The slides are probably sitting somewhere on my LinkedIn profile.

I didn’t invent the idea of the Global MicroBrand (GMB). I took it from Hugh MacLeod of Gaping Void, whose work I have long admired.

The idea is just as it sounds.

In a world of blogs, social media, etc., anyone, anywhere can create a global brand.

And millions of people have done exactly that.

These aren’t people like the Kadashians, rather people more like Jeremiah Owyang, Peter Shankman, David Berkowitz, Joseph Jaffe, Mitch Joel, and Jeff Bullas and others who have patiently built their brands on a daily basis by creating and curating content as well as cultivating community.

Historically, however, the monetization of these brands has been challenging.

Sure, there were books to write and sell, speaking fees to be garnered, and the consulting work that came from up, but the ongoing revenue stemming from the daily work was somewhat elusive.

Monetizing the Global MicroBrand

Today, thanks to the arrival of the blockchain, we’re seeing a new type of economy emerging.

One of the leading players is Rally.io which is backed by A16Z and Coinbase Ventures.

In the Rally economy, global microbrands can issue their own branded currency, like $JOW (from Jeremiah) or $SHANK (from Peter) or $CMO (from David) and bootstrap these microeconomies by connecting the coins to services or community benefits.

So, 10,000 $JOW might buy you some consulting time or a keynote and 10 $JOW might get you access to an exclusive Telegram or Slack channel.

What’s even cooler though is that by connecting the content creator with their own coin is that a true market for each global microbrand is going to emerge.

A good content creator will see the value of his/her coin go up. A bad one will see people selling (or even shorting) their coin, driving the price down.

Accountability & Transparency in GMBs

One of the challenges, historically, of dealing with “influencers” like those who might issue their own coin is that there’s no way to do an “apples to apples” comparison of the value of each one. You have no idea if the $20,000 speaking fee is going to be worth it.

Now, however, as each GMB becomes a Global MicroMarket (GMM), the wisdom of the crowds takes over.

If I have a great experience with Jeremiah, I’m going to want to buy more $JOW for the future.

If he disappoints, I’ll unload my $JOW for someone else’s coin as part of my thought leader or influencer programs.

With known supply of the coins (or, at least predictable inflation) and a price list, buyers of services from GMBs are going to have a lot more insight into which GMBs are most valuable…and which are just full of hot air.

The result, I believe is going to be a new level of accountability, transparency, and value assignment for GMBs going forward.

The movement is picking up steam. See AdWeek for more.