The paradigm for merchandise marketing has shifted. The new frontier is what may be called Influencer Based Marketing or IBM.IBM has particular traction in the online merchandise arena where the popularity of a single internet personality drives the consumptive behavior of customers. In established marketing paradigms, consumptive behavior is driven by the 4-P’s: product, price, promotion and placement (distribution).IBM encompasses all the P’s, but completely revolutionizes promotion.  In order to connect to the millennial and i-generation, IBM makes use of social media stars as purveyors of branded merchandise.  The originator and guru of IBM is a company called Moby Dick Unlimited (MDU) out of Columbus, Ohio.  The founder and CEO Brandon Fuss-Cheatham has created a system in which brands are crafted around social media stars and sold to their followers via websites created and maintained by Moby Dick Unlimited.  The IBM system created by Moby Dick Unlimited is particularly revolutionary in that it is scalable and works for burgeoning stars as well as those personalities with much more market clout.  IBM is a comprehensive re-visioning of marketing strategy for the 21^stcentury.  This analysis examines IMB, focusing on the practical market applications of the new system.  By juxtaposing traditional marketing promotional activities and the new IBM strategies, analysis suggests IBM is far more effective for reaching today’s younger generations.