Positioning your brand as an underdog–#2 to a powerful #1–is nothing new.
Avis, most famously, positioned itself as the car rental company that tried harder, especially with regard to customer service compared to market leader, Hertz. And, of course, we’re all familiar with Apple vs. Microsoft, Under Armor vs. Nike, and the Jamaican bobsled team against . . . all odds. These brands caught our attention and generated broad-based appeal because they were all a variation on the classic David vs. Goliath story–the humble but determined underdog pitted against the arrogant, bloated titan.