“If you’re not the lead dog, the view never changes,” goes the old saying. For many companies, that’s certainly true. But that doesn’t mean you have to resign yourself or your brand to follower status. Whether you’re in second place, third place or last place, you can challenge the top dog. You can be a challenger brand. It’s all about taking on the underdog mindset—making the most of your unique advantages—and recognizing the realities around you. A great understanding of these three “states” will allow you to step out of your role of follower and start creating a whole new view. 1. State...Read More
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