For every dollar they spend, their's is 18x more powerful than yours.
So if your Underdog has the same budget as the biggest brand, then their cash is already 18x more powerful, just because they’re big. But of course, you don’t have the same budgets, because capitalism isn’t fair.
TOP DOGS F*CK UNDERDOGS
90% of people consider just two brands when purchasing.
The most famous brand in a category is consistently one of the two brands considered by 90% of people in the 'consideration phase'. If you're consistently one of those two brands, the game changes considerably.
IT’S TOP TWO, OR NOTHING
Whatever got you to first base, is unlikely to get you to second.
Increasing customer acquisition costs and decreasing efficiency means Underdogs reach a saturation point. Layering in new tactics can create a step-change. But it’s scary, because it means the status quo isn’t working.
GETTING TO SECOND BASE
3 RUNNING GAMECHANGERS
TO GIVE YOU THE INSIDE TRACK
Being a senior marketer at an Underdog running brand is bloody tough.
You’re up against giants with bigger budgets, louder voices and shiny new ambassadors every week. But here’s the truth, it’s not about running faster, it’s about running smarter. 3 Running Gamechangers for Underdog Brands shows you how to outpace, out-think and outshine the big dogs, one smart move at a time.
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A FEW NUGGETS FROM OUR UNDERDOG GUIDE ...
"Finally, a guide that actually gets the underdogs. No fluff, just truth."
Marketing Director, Altra
"Insightful, funny, and brutally honest. The Underdog’s guide we didn’t know we needed."
Brand Manager, La Sportiva
"The kind of guide that punches up. Sharp, rebellious, and full of insight."
Strategy Director, Puma