Same Idea, Different Word

Online, it’s all about community. Building community, embracing community, listening to the community.
According to USA TODAY, offline marketing is more about “the neighborhood.”

Many Starbucks stores now boast that they have the best espresso “in the neighborhood.” Applebee’s has a new slogan: “It’s a whole new neighborhood.” Wal-Mart’s smaller-scale suburban stores call themselves Wal-Mart Neighborhood Markets. Tesco’s new grocery stores are dubbed Fresh & Easy Neighborhood Markets. Even Lowe’s is onboard to be a neighborhood hardware store.
There goes the neighborhood?
Not exactly. The term “neighborhood” is beloved because it gives people a sense of place.
“Times of global stress cause people to retract and to want a sense of community,” says Renee Fraser, a Los Angeles ad psychologist. “Belonging to a neighborhood really motivates people.”

Sadly, the strip mall where these brands post up is far away from main street U.S.A. on so many levels.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Tom Messner says:

    I saw a spec book once a long time ago.
    Had a headline in it:
    Body copy said:
    That’s how.
    So long ago I don’t remember who it was or whether he or she was hired.