Brand Minute: Underdogs
What is your favorite dominant brand which used to be an underdog? Let me know, in the comments below!
Full transcription below.
[00:00:00] Hi, Douglas Spencer here from Spencer Brenneman with a quick Brand Out Minute!
[00:00:06] It’s hard to believe it is that time of year again, National Underdog Day is upon us. What? You missed it?
[00:00:14] Well, it’s no wonder, it’s actually appropriate that a day like National Underdog Day should be buried or overshadowed by the likes of Hanukkah and Christmas, and New Year’s for that matter. It really fits, when you think about it.
[00:00:29] But anyway, I got to thinking about the role that being an underdog can play when creating and developing a brand strategy. And there’s a number of brands that have used that quite well. This idea of being a scrappy-really-trying-hard-to-make-it brand. And I think that works for a number of reasons.
[00:00:45] First of all, being an underdog is universal. At one point or another, we have all been an underdog. I think people do think that underdogs try harder. Avis bet on that with a campaign back a few decades ago that ‘We’re number two, we try harder.’ And then finally, I think people like the idea of trying to help the underdog. Try to level the playing field from the big guys against the little guy. Well, if it works for your brand, that’s great. But, keep in mind that if at some point you decide and you do become the top dog, what does that do to who you are then versus who you are now?
[00:01:22] And I think the key to that is trying to remember that, that, that- that struggle that you had and always be, that bring that back to why you are who you are today, because of that struggle. Or, do something in, in what you offer, have a message around the struggle, whether that is the struggle that your customers might have or the struggle that is, just exists every day, when we get up in the morning.
[00:01:48] So, that’s my thoughts on National Underdog Day, I hope you enjoy it. And I also hope you enjoy the Holiday Season. Thank you and have a great day.