Ooze credibility. Fight your natural urge to show everyone how clever you are. Listen to the pipe-smoking and randy old-goat Bertrand Russell 'Man seeks certainty, not knowledge'. Not bad for a Nobel Prize winner. Underdogs are too quick to tell the public how clever they are, and instead should focus their attention on oozing some credibility. Underdog brands, need Underdog thinking. - - - #marketing #Underdogs
Brant Long
1mo
Another bite-sized insight from the deck, Paul Mellor. Especially B2B companies who pride themselves on churning out thousands of pages of content as evidence of their authority. Without thinking of how the target might process it all, let alone actually find it useful in their work.
Strategy & Brand Consulting | D&AD Masterclass Trainer
1moOne strategy for an underdog to offer certainty is to question category conventions and offer a credible alternative. Fevertree comes to mind.