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Every year, Interbrand Sao Paulo publishes a study provoking the discussion about branding in Brazil. In 2014, we invited the community to tell which local businesses they like most, and we applied our brand valuation methodology to analyze them. The result was the Best Neighborhood Brands: an innovative, funny and poetic pocket book about local brands strength, distributed for community, customers, journalists and available online. Since launch, the buzz exceeded expectations. Bringing branding closer to the city's daily life, Best Neighborhood Brands is able to attract the interest of everybody – an unconventional and appealing commercial tool.