Successful underdogs must take decisive action to differentiate themselves from the market leader. From a marketing perspective, there are specific steps that underdogs can take to avoid becoming just plain “dogs,” including:
Create own-able ideas: Call it your positioning, unique selling position, dominant selling idea or anything else. Underdogs must create own-able ideas. They must stand for something unique enough to call their own.
Tell stories: Great brands are built through great stories. Stories that are relevant, memorable and genuine. Stories that are told through imagery as much as words.
Leverage continuity: The most efficient way for underdogs to get their story out through the din of marketing clutter is to express a consistent look and tone in every message.
Be authentic: Market leaders often aren’t. Passion, along with several of the five key traits spring from an underdogs authenticity.
Zag: Yes, it is a cliché. But the fact is, underdogs must look for strategic opportunities to zag when everyone else is zigging.
Can you think of some I missed. Share.