The 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 moreYou’ve heard the business mantra for ’09: “Flat is the new up.” It sounds like the ultimate capitulation to me.This recessionary period marks an extraordinary…
read moreBe it a company or a product, have you ever noticed that when something new comes along, you often hear the phrase, “It’s the new…
read moreWhat can smart marketers learn from a high school football coach? It turns out there’s a great challenger brand marketing lesson to be learned from…
read moreThe Voice of the Underdog®
Chapter 1
