It’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 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
