May
14
The Underdog vs The Bully
Filed Under Marketing | Author: Gerald Smith |
Everyone roots for the underdog at one time or another. Everyone has been the underdog at one time or another - and for some, more than most. The same can be true of brands in the marketplace.I recently saw a campaign from an upcoming brand and it was obvious that the brand must have felt bullied by a major player in the brand space. It wasn’t positioning itself, it was striking out at the ‘unmentioned’ bully. And there really was no redeemable marketing value in the campaign.If you’re the underdog - CONGRATULATIONS! There is something special about the prospect of being the next big thing. Reality is that you might have to play in the same playground alongside the resident bully, but at least you know when he’s there and where he’s at.
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