From REI to Everest Basecamp: Leveraging Brand As Place
I'm not just talking about a physical space either.
Welcome to 🔥” The Slap” 🔥, the official newsletter of The MisFits, where we dive into what it takes to build a brand that slaps—covering everything from category design to creative bravery. We're not just about tips and tricks; we're about reshaping the market and making you a category of one. Visit our website | Listen to our mixtapes | Schedule a call
In less than 24 hours, I’ll be on a flight to Nepal, trekking up to Everest Base Camp (EBC) for the next few weeks with Beyond Adventures Co.
For this edition of The Slap, I want to talk about my upcoming trip and the idea of "brand as place"—how some brands don’t just sell products or services but occupy a real, iconic space in people’s minds. Take Everest Basecamp, for example. Ever since I announced this trip, I’ve been getting a steady stream of videos, articles, and random messages from friends and family. Some think it’s fucking amazing—a symbol of adventure and thrill-seeking in a world where most people are stuck in the day-to-day hamster wheel of work and family.
The idea of traveling halfway around the world to hike to the base of the tellent mountain in the world, speaks to what John Eldredge wrote in Wild at Heart: Discovering The Secrets of a Man’s Soul:
"Deep in his heart, every man longs for a battle to fight, an adventure to live, and a beauty to rescue."
On the flip side, some people have voiced concerns about dangers—trash, overcrowding, avalanches—while others think I’m scaling the mountain itself. Let’s clear it up: my black ass is trekking to Base Camp, not climbing Mt. Everest. For those in the know, it’s just "EBC," but most people still associate it with life-or-death adventure. Even if they don’t know all the details, they know it’s bold, thrilling, and not for the faint of heart.
Growing up, my idea of "camping" was more like a backyard cookout: some potato salad, burgers, blow-up mattresses, and a rented hut.
We never stayed more than a night, and even that felt like a stretch. I didn’t get my rude awakening to real camping until I joined the Marine Corps as an infantry officer, where "roughing it" took on a whole new meaning. Fast forward to last night. I found myself in REI’s Manhattan store, spending way too much on hiking pants and some high-tech watch that tracks elevation (because why not?).
This isn’t my first REI rodeo; I’ve been here three years in a row, gearing up for trips to Yellowstone, Machu Picchu, and now Everest.
When it comes to prepping for the outdoors, REI is always my first stop. Why? Because REI doesn’t just sell gear—it owns the outdoor space, at least in my mind. It’s where adventure-seekers go not just to buy things but to get advice from people who actually live this stuff. Last night, I was trying on some shorts that, let’s just say, were a bit too short. I asked one of the staff if they were suitable for hiking, and they immediately said, "Absolutely not." That’s the kind of honesty I need in my life.
The Lesson in Branding
REI isn’t just a store; it’s a destination. It's not their logo or color scheme that makes them slap—it’s their deep-rooted expertise in outdoor culture. They are the Category Kings of “Outdoor Specialty Retail.” Even being in their store feels like I’m on a camping trip.
Similarly, Everest and EBC aren't just a mountain or trek—they’re icons that stand for something. When I was thinking about this trip, I wanted to trek somewhere iconic and badass, that felt out of this world. I started googling the best treks in the world, and EBC popped up as number one. Think about it for a moment—it’s one of the most sought-after treks on the planet.
That’s the kind of brand power you want to create.
You don’t need to be flashy or constantly chasing trends; you just need to occupy a space in people’s minds. To do that, you’ve got to understand what problem you’re solving for them and tell a story around how you do it. Make your brand a place where people feel like they belong, where they go to get advice, validation, and, most importantly, an experience that aligns with who they want to be.
Personally, I used to think trips like EBC were for other people, not Misfits like me.
This shit is expensive. But one day, I woke up and decided I didn’t want to just wish I were other people—I wanted to be other people. But rather than just talk about it, I wanted to be about it by taking action and stepping outside my comfort zone.
So What’s Next?
As I head to EBC, you can follow along on the journey through our Trip Journal, where the Beyond Adventures team will share raw moments and insights from the trek.
But I didn’t want to leave you with just travel vibes. I’ve stepped outside my comfort zone to create a Free 7-day Email Course on Category Design for Underdogs and MisFits. This isn’t some generic course—it’s based on case studies from founders who’ve carved out their own paths, like Tristan Walker (Bevel) and Melissa Butler (The Lip Bar).
While I’m off trekking in the Himalayas, take my course and start positioning yourself as a category of one.
Special shoutout to my marketing partner in crime, Ivana Chan, for pushing my ass to get this sh*t done! It’s optional, so you have to opt in. At the very least I’d love you to check it out, apply it in your business, and give me some honest feedback.
Closing Thoughts
Remember, the world doesn’t need more brands that simply "compete." It needs brands that define their space like Everest does for adventure or REI does for outdoor retail. Make your brand a place worth showing up for.
(Here’s a badass creator sharing his journey to EBC for those of you curious about the journey)
***P.S. While I’m gone, If you're looking for personalized help to develop a winning category strategy and nail that first impression, schedule A “Vibe Check.”
Who's it for: The Vibe Check is for Underdogs & MisFits who either aren’t satisfied with their existing brand and are looking to take things to the next level or an early-stage founder who has an idea but doesn’t have a category strategy or an idea of how to position themselves.
Description: The Vibe Check is a deep-dive interview where we’ll learn everything about your business- where you are, where you’ve been, and where you want to go. From there, we’ll tell you how to nail that first impression for your customer and what you need to start or stop doing to own it.
“The Vibe Check” is a $1,000.00 investment and will count towards any package with The MisFits. By the end of the session, you will have a detailed brief and plan of attack that you can implement on your own or hire us to do for you. Just reply to this email, and we’ll get you squared away.
New Mixtape Drop!
Y'all caught me slipping last week as our boys at Bunkr dropped a new mixtape, and I forgot to ship it. WERKFLOW 005 is live! It’s a mix of deep and melodic house songs you should know if you don’t already that’ll keep you in the zone until your work is finished.
Misfits don’t get into flow, we cook. That means you're locked in, head down, and in the zone. To help you get there, we stream the dopest mixtapes this side of the East Coast, thanks to our DJ friends at bunkr. Visit our website to stream them.
Additional Resources:
The Category Design Reading Lists