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

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