Blockbuster filed Chapter 11 bankruptcy today, putting an official stamp on what had been rumored for months. The move delivers yet another object lesson for…
read moreGrowing up, my younger siblings enjoyed the sorts of advantages that often accrue to the benefit of challenger brands. As the oldest kid, I was…
read moreEveryone loves the underdog. The story. The players. The battle. We love it all! And nowhere is the underdog narrative more pronounced, more spectacular, or…
read moreRegular BARK readers know well our affinity for the underdog, the challenger brands of the world that make their mark by out-thinking rather than out-spending…
read moreIt’s a fair bet that most marketers watched this year’s Super Bowl with an eye on the action during game breaks. The commercials are the…
read moreThe California State Fair Wine Competition is billed as “the oldest, most prestigious wine competition in North America.” Established in 1855, it is the place…
read moreWhat’s the next move for an underdog when the category leader starts following? Microsoft’s move into the retail world probably looks more like stalking than…
read moreForbes magazine published a list of “The Top 50 Marketing Blogs to Watch in 2009.” But who really has time to check in on 50…
read moreThe Most Interesting Campaign in the World By Mike Sullivan Every so often, an advertising campaign comes along that rekindles my collegiate-era excitement for…
read moreAmidst all the hand-wringing in the battered auto industry, there has emerged one shining example of a challenger brand that is turning defeat on its…
read moreThe Voice of the Underdog®
Chapter 1
