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Share this article Microbrands have grown out of the huge watch boom of the past decade, a symptom of market repositioning that has seen many established brands desert the entry-level entirely, with most running scared from the value offered by the Apple Watch. But Microbrands wouldn’t exist without the even more obvious growth of Instagram, which has proved a much more cost-effective alternative to expensive marketing departments, enabling new brands to spread word of their concept directly to willing customers. The term Microbrand doesn’t necessarily mean micro output though, with some of these brands adopting the kind of low cost/high volume business model that has allowed for rapid growth. Instead, a Microbrand is probably best defined by its independent, entrepreneurial spirit, a bold creative stance and keen digital communication skills. ....