E370: How to paint yourself as the underdog, even when you’re the incumbent.
It’s a quick hack to make yourself instantly likable.
Find the incumbent in your niche - the mainstream - criticize them relentlessly.
Done properly, it doesn’t make your brand appear weak; it makes your competitors seem exploitative to their consumers.
Being the mainstream isn’t cool, being the underdog is.
Works for incumbents too, though requires a bit more creativity, explained in the episode.
00:00 The Epiphany: Underdog Strategy 00:42 Criticizing the Mainstream 00:59 Elon Strategy 01:23 The Google Leak: Underdogs vs. Mainstream 02:50 SEO Strategies: Top vs. Bottom of Funnel 04:12 Peak Design vs. Amazon: A Viral Victory 07:37 Underdog Branding 09:45 Final Thoughts
#branding #brandbuilding #marketingstrategy
The Edward Show. Your daily marketing podcast: https://edwardsturm.com/the-edward-show/
