How big is an Artisan's market?

Relationships are at the heart of an artisan's market. It's their relationship with their work - the work after all is the client. It's who they serve. Then there are those who buy the work, for whom a relationship with the artisan, or at least the idea of the artisan is central.

People pay premium prices for a pair of Hiut Jeans for many reasons, not least the ongoing dialogue. Every pair of Jeans is signed by the person who made them. There is a constant stream of interesting, useful and creative output on "doing one thing well" that, whilst building relatonships, is also great marketing. The personal relationship is the brand.

There's an interesting spat at the moment between Brewdog and the Advertising Standards Authority over a recent advertisement celebrating Brewdog becoming carbon negative in, er, fairly robust language. The conflict between establishment and iconoclast is personality based amd memorable. The paradox of course is that far more people have seen the ad because it …