What is the brand strategy being used by the top dog?
The top dog’s brand strategy focuses around showing off strengths in order to show off its established position in the market. These brands often have more resources, a stronger reputation, and are able to have the ability to deliver consistently, helping them build trust with their customers. Focusing on their proven track record, they can reassure consumers that choosing them is the safer and more reliable option compared to others out their. Their messaging often leans around dominance and their success, which appeals to those consumers who like to go with what’s already trusted and recognized, such as Apple and Android users (He et al., 2020).
Although, rather than top dogs emphasizing around emotion or storytelling with society, the top dog leverages its reputation and size to let the results speak for themselves. Consumers who already know and trust the brand are likely to spread positive word of mouth naturally, without the company needing to focus heavily around emotionally appealing to people. The top dog’s strategy is more focused around reinforcing their position as leaders and ensuring that people view it them as the best option within that specific category or categories (He et al., 2020).
What is the brand strategy being used by the underdog?
The underdog’s brand strategy varies in a few aspects when it comes to comparing it to the top dog. The underdog, is all about connecting with people on an emotional level. These brands tell stories about their challenges and struggles, which makes them relatable and inspiring to consumers, like Raising Canes, and small mom and pop shops. By positioning Raising Canes, these mom and pop shops and others alike, as hardworking and passionate, it draws in customers who want to root for the “little guy.” This emotional connection is what often helps motivates consumers to support these kind of brands and talk about them with others, creating the whole hype around word of mouth (He et al., 2020; Raising Cane’s Chicken Fingers, n.d.).
Unlike top dogs, underdogs don’t really rely on being the biggest or most successful. Instead, they embrace their disadvantages and turn them into a strength by showing determination and grit. Very similar to Break the Barriers, their storytelling around how they are helping people with disabilities do everyday activities and gymnastics, inspires empathy and loyalty, making people feel like they’re part of the brand’s journey. The underdog strategy encourages customers to champion the brand because they believe in its mission and want to see it succeed (He et al., 2020; About - Break the Barriers, n.d.).
How can the underdog improve its strategy so that it can gain more market share and surpass the top dog?
For some clarification with my responses below, I’ll be using Break the Barriers as the underdog and referring to the Special Olympics as the top dog when answering the question.
- Leverage Digital and Social Media for Broader Reach
- Focus on Niche Markets and Differentiation
- Turn Customers into Advocates
Underdogs, like Break the Barriers, can maximize their emotional storytelling by focusing on platforms like Instagram, TikTok, and YouTube, where they can create authentic and relatable content as it often tends to thrive there. They can create a wide variety anywhere, from shareable, behind-the-scenes stories, to about their journey or challenges, as it can help amplify their message even more and help attract a wider audience. They can also partner with micro-influencers those of whom are disabled and or want to help advocate for disabled individuals who genuinely just connect with their story. As it can help those of whom are underdogs like Break the Barriers, expand its reach without requiring a huge budget, which then helps turn their passion and authenticity into more wholesome content that resonates online with others, it can lead to inspiring people to not only talk about them but also actively choose them over the top dog, such as the special olympics.
Instead of Break the Barriers, trying to directly compete with the Special Olympics in their strongest areas, they should focus on carving out a unique niche that the Special Olympics might overlook. For example, they should be catering to consumers who value things like inclusive programs, personalization around certain disabilities, veteran programs and or areas where the Special Olympics remains to be sticking to a much more traditional view. When Break the Barriers can identify and meet the needs of those overlooked segments, Break the Barriers can then build a major loyal fan base that differentiates them from the larger names, such as the Special Olympics.
Break the Barriers, should also focus on creating a strong community of loyal customers who feel emotionally connected to their brand. They can do this by offering referral programs and exclusive perks for supporters and people who back them, or even using user-generated content ad campaigns, as it can help encourage existing customers to spread the word. Because people who feel personally invested in Break the Barriers success around helping the community, they can tend to be more likely to help promote the brand to friends and family. Furthermore, cultivating advocates, Break the Barriers can organically grow its market share while also strengthening its bond with their current customers. This isn’t limited to organizations like Break the Barriers; it also applies to businesses like Raising Cane’s. While Break the Barriers focuses on creating an inclusive community and providing opportunities for individuals of all abilities, Raising Cane’s operates with a simple, focused mission: delivering high-quality chicken fingers with excellent customer service. Both demonstrate how staying true to their core values and connecting with their audiences can foster loyalty and support. Whether it’s breaking barriers in accessibility or perfecting a simple menu, these organizations show how dedication to a clear mission resonates with consumers (Raising Cane’s Chicken Fingers, n.d; About - Break the Barriers, n.d.).
Why do you believe consumers prefer the top dog over the underdog? Which do you prefer, and why?
I believe it’s a mix, but I think most people lean toward the top dog because it offers a sense of security and reliability that the underdog might not always provide. Consumers often feel more comfortable choosing a well-established brand they know they can trust.
Personally, I tend to root for the underdog. They often provide unique offerings or services that can be more beneficial to me in the long run and hurt my pocket less, compared to what the top dog has to offer. Supporting the underdog also feels more rewarding, as it aligns with my values and allows me to be part of their journey toward success. For example one of my favorite YouTubers for a while now has been Caleb Hammer from Financial Audit. I know there are well-known figures like Dave Ramsey and others who do financial audits, but discovering someone like Caleb Hammer, who’s closer to my age, feels more relatable and impactful. I started watching him when he had just 200k subscribers, and now he’s grown to 1.6 million. It’s exciting to know I’ve been part of his journey and continue to support him today. What makes it even better is how much I’ve learned about managing my finances from the guests he features and the advice he shares. Having someone from my generation addressing financial challenges that resonate with people my age brings a fresh perspective and makes the experience much more engaging and meaningful, not to mention the occasional roast of the host or guest.
References
Raising Cane’s Chicken Fingers. (n.d.). Who We Are | Raising Cane’s.
Break The Barriers. (n.d.). Break the barriers. Break the Barriers.
He, Y., You, Y., & Chen, Q. (2020). Our conditional love for the underdog: The effect of brand positioning and the lay theory of achievement on WOM. Journal of Business Research, 118, 210–222.
Ramsey Solutions. (n.d.). The Ramsey Show Highlights. YouTube
Hammer, C. (n.d.). Caleb Hammer. YouTube.
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