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Next up, a brand in this narrative might usurp their principle competitor’s logos, straplines or other distinctive assets and use them against them, perhaps highlighting how they’re not keeping their promises.
Ultimately, the Feisty Underdog looks to deconstruct its competitor’s church, hijacking their symbolism and adjudicating on their contradictions.
To do this, the Feisty Underdog might play a game of cat and mouse, using the same media channels as its competitors and restlessly pursuing them, getting as close as it can in media contexts.
The epic win for this kind of challenger is to get the market leader so riled up that it feels the need to respond with like-minded tactics. If it does, it creates a sense of parity between the big and the small, and ultimately, this only serves to benefit the challenger.
156 Feisty Underdog