Proven Principles to Compete and Win Against The Giants in Any Industry
The world of advertising is divided into two parts. There are the Top Dogs. You know, the companies that seem to have such big advertising budgets that they can't spend it all.
Then there are the rest of us. The Underdogs. You know you're an Underdog if you are experiencing any of these symptoms:
Your competitors enjoy higher sales than you.
Your competitors are spending more money on advertising.
Your product does not enjoy high awareness.
You lack clout in the marketplace.
You are handcuffed by budget constraints.
Can you identify with any of these? If so, you are not alone! Three-plus decades of advertising experience have taught PAUL W. FLOWERS that nearly every marketer is burdened by one or more of these symptoms. Do you have a competitor that enjoys higher sales?
Don't worry the solution is within these contents outlined in Ten Principles of Underdog Advertising, broken down in two parts ("The Underdogs" Poster Boy" and "Know Your Competition")
The Underdogs' Poster Boy
Principle #1: Think Outside the Box
Principle #2: Take Risks
Principle #3: Strategy Before Execution
Principle #4: Be Contrary
Know Your Competition
Principle #5: Select Your Battlefield
Principle #6: Focus! Focus! Focus!
Principle #7: Be Consistent
Principle #8: Demonstrate Value
Principle #9: Speed & Surprise
Principle #10: Be Patient
Finally you will learn further by the "Big Dog Branding Process Worksheets"
Beyond Underdog Advertising
Big Dog Branding
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