Brand Your Backyard
Or your deck, patio, terrace, or stoopCiao Amici,
The other day I interviewed Cristian Saracco from Allegro 234, a legend in the branding space and one of the most abstract thinkers I’ve ever met.
He told me this story (well, part of it) and it reminded me of this concept I heard a while back centered on the notion that while the world may be vast, we all have the opportunity to be a world-dominating brand, at least in our own backyard.
The story goes like this.
I had asked Cristian his take on how he would channel his inner “Brain” (from Pinky & The Brain) and bring forward a world-dominating strategy to ‘own’ the branding world.
His answer was simply brilliant.
Madrid is a city dazzled by urban landscapes and tapas bars on every corner. A city with two world-class futbol teams (Athletico Madrid & Real Madrid). A city with a food scene that will bring 95% of other global cities to their knees.
He lives in a random neighborhood surrounded by other random neighborhoods and one day he told his son to go buy a loaf of bread.
His son went to the bakery down the street that has been pumping out delicious bread and baked goods for countless years. He’s the ONLY bakery you go to when you’re in that neighborhood.
Everyone knows it as he’s a revered staple in the community. Plus, his bread has been known to bring grown men to their knees.
Cristian’s son came back to the house with the bread and some croissants and Cristian asked him why he had gone to the bakery as opposed to the grocery store that was closer?
His son answred so eloquently, “because the baker is our baker baking our bread”.
The baker owns his backyard. The baker has dominated the world that matters to him. His neighborhood.
While BIMBO might be the worlds most bought bread and Dave’s Killer Bread is is ‘killing it’ here in the States, sometimes, it doesn’t really matter to be the biggest or ‘world-dominating’.
What matters is the experience you give your audience, whether an audience of 1 or an audience of 1000.
Hope this was helpful and remember, the best time to invest in your brand was yesterday. The second best time is today.
✌️ Steven
P.S. This week’s Talking with Branders Podcast with Sean Riley from Dude Wipes has just gone live. Listen/Watch here.
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