Bing Chen of Gold House argues that culture has fragmented into many niches. Brands should focus on specific communities, invest attention and trust, and partner with microinfluencers and credentialed experts rather than relying on mass-scale creators.
Treat customers as the product: cultivate communities that will evangelize the brand through sustained attention.
Superfans want four things: access, exclusive content, status designation, and experiences money cannot buy.
Advertising HQ brings the people shaping advertising, commerce, and media together for four days of unscripted conversations and after-hours connections. As co-founder and CEO of the AAPI advocacy and cultural platform Gold House, Bing Chen knows about the power of niche communities—and how brands can speak to them in ways that they'll listen. In a Brandweek conversation with ADWEEK editor in chief Ryan Joe, Chen explored ways for brands to show up in culture authentically.
Previously, he was on the breaking news assignment desk at NBC News in Washington D.C., where he earned an Emmy nomination for his 2024 election coverage. No longer can you be a random charlatan pontificating on love or whatever. Once a brand has identified its target niche, it must go one step further and understand adjacent niches.
Ivan Piedra Photography By Christopher Cicchiello --> ADWEEK House: "They're too dilutive," Chen said of large-scale content creators. Cosmetics Names Joaquina Its Brand Ambassador Alongside Second Album Drop By Mitchell Parton An Accountant's Playbook to Great Marketing ft.
The Monoculture Is Dead. It's Time for the Rise of Niche
“The audience didn’t get smaller. It got specific.” – Kevin Leflar I read a fascinating article last week written by one of Canada’s best music-tech thinkers, Kevin Leflar. In his article “A Mass
The promotion of monocultures is hurting the production of much more nutritious and climate-resistant traditional crops.
Some farmers fear current farm policy is limiting efforts to diversify operations. Jerry Skees, is a farmer and retired ag economist in central Kentucky. “We’ve created public policy with unintended consequences that stand in the way,” he says. He is currently participating in an on-farm kernza trial on his central Ken
The staffing company launched 24 Seven Agencies, now housing Futureman, SketchDeck, and Markacy.
The open web is done; stick a fork in it. Banner blindness is near universal, search traffic has run dry and publishers are struggling for oxygen. A consensus has emerged in recent years that the above statements are true, and that the open web as we know it is on an irreversible decline. Sure, certain […] The post Who
Loading more related stories...
Open the app view to save this story, compare related coverage, and continue from the same source.