Case Study: Pursuit Fitness Builds Strong Brand Awareness - Marketing 360® Often, small local businesses don’t consider branding. They believe branding is the domain of huge companies like Nike, Apple, or Red Bull. It’s the world of the Super Bowl commercial. They feel at the local level, there simply isn’t bandwidth for brand recognition or equity. If a local customer needs a plumber, they just look up plumbers. If they’re looking for a new gym, they search for nearby gyms and pick whatever looks good. This thinking is a vestige of the Yellow Pages. Back when a print ad in the phone book was the only channel most local businesses used, the idea of creating a brand people would know seemed impossible. At best, businesses created a good logo and hoped people would recognize their nam

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