In the age of DIY, niche brands succeed because we want to believe in them. We want to believe that an individual or small group of people can stand out among mass markets. And believing that someone else can do it means believing that you can too.
The health food industry represents a multitude of niche brands - bumble bar, clif bar, kettle foods, etc. Micro brewers are another example. Besides, who the hell likes Budweiser?
