Your biggest competitor might not be your competitor at all. In this episode, Amy unpacks the idea of the brand arena — the market, category, and cultural “neighborhood” where your brand competes and connects. And, just like in real life, where you think you live and where people place you aren’t always the same thing.

Drawing from a surprisingly relevant gin rummy story, Amy explains why so many brands misjudge their competitive set and why understanding your arena is foundational to building an authentic, aspirational, and actionable brand.

In this episode, you’ll learn:

• Why your true competitors might not be the obvious ones
• How your “neighborhood” is shaped by factors you can’t control (like SEO, search habits, cultural context, and word of mo ...