Instead of just looking at competitors, think about the neighborhood you’d love to live in, if houses were brands.
Would you be jonesing to live next to Nike? Would the cult of sports performance and celebrity draw you in?
Or maybe you’re more of a Ferrari—high performance, exclusive—candy to a small group of well-heeled fans.
You could be a Tom’s shoes guy—where your big idea (buy one, give one) becomes a cultural zeitgeist.
Can you see that you might want all three in your neighborhood?
But let’s not limit this to the big logos. You might also think of your neighborhood in terms of personalities. Spanish chef Jose Andres. Money maven Suze Ormond. Master coach Tony Robbins.
YOU get to decide who lives in your ‘hood: who inspires you, who you wave to as they head off to work, who you invite to your place for dinner.
Who belongs in your brand neighborhood?