Reaching small business is a bear. Just ask the folks at American Express and HP. Both brands have spent millions trying to essentially herd cats.
For brands wanting to reach the rising tide of freelance workers, tapping into coworking spaces may be the next new thing for corporate sponsors. That was the controversial suggestion made by Italian coworking space owner Mattia Sullini at the Coworking Europe Conference in Brussels. Sullini likes the idea of spaces becoming conduits between brands and their customers to reach elusive nomad workers.