Having an underdog brand can sound like a tough position in a dog-eat-dog world.

But Mike Sullivan says that if you know what you’re doing, being an underdog brand has some unique advantages that let you fly under the radar and then crack open the markets the big dogs play in. 

What You’ll Discover About an Underdog Brand:

* How an underdog brand uniquely positions itself to challenge market leaders,

* The 3 factors that successfully fuel an underdog brand

* Why focus is an underdog brand friend

* The underdog challenge for leadership in protecting a nimble business culture

* AND much more.

Guest: Mike Sullivan

Mike is President and CEO of LOOMIS, the country’s leading challenger brand advertising agency. For more than 30 years, he’s helped some of the country’s most successful companies build their brands and together with Michael Tuggle, an award-winning creative director and writer with more than 25 years in the ad world building brands and growing companies, he co-authored The Voice of the Underdog: How Challenger Brands Create Distinction by Thinking Culture First.

Related Resources:

If you liked this interview, you might also enjoy our other Branding episodes.

Contact Mike and connect with him on LinkedIn.

Learn more about LOOMIS

FREE DOWNLOAD: Surprising Advantages to Being an Underdog

Check out his book: The Voice of the Underdog: How Challenger Brands Create Distinction by Thinking Culture First

Also referenced by Mike: Adam Morgan’s book Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders