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The Feisty Underdog takes the good fight to all media and communication touchpoints.
They are restless, scrappy and noisy, and they tend to keep company with other brands, influencers and endorsements that share a passion for the scrap. All the while, they pursue an ambition to bring the big guns (usually the market leader) down to their level.
It is typical of a Feisty Underdog to pick one adversary, and focus its attention against them. This provokes debate between the big and the small, and any debate, positive or negative, when played out in public channels, serves to elevate the challenger.
Ultimately it will be this debate that provides
a distribution channel to reach a wider audience – through the creation of earned content.
In order to get to this elevated position (and effectively create disproportionate noise for the size of the budgets), the Feisty Underdog recruits supporters through social channels – by offering critiques on how the market leader behaves, frequently highlighting how they are not in the interest of the people, but in the interests of
their own shareholders.
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