Indeed, the smaller brands are playing up their unique attributes.

"For a smaller brand coming in, you have to stay away from that just to avoid blending in," he said.

But they're also seeking out smaller brands to be more individual.

Now, people know small brands, designers, what it takes to be in the modeling industry and it's all because of this show.

It was a small brand and we had a small budget.

This allows Coke to charge more for its product than can makers of regional and smaller brands.

But 30 percent of the market is still controlled by smaller brands that are not dolphin-safe.

"For large companies, small brands are just not worth it."

The only way we can distinguish ourselves is with smaller brands.

"We may be a small brand, but we think big."