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

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.