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Having an underdog brand can sound like a tough position in a dog-eat-dog world.But Mike Sullivan says that if you know what you\u2019re doing, being an underdog brand has some unique advantages that let you fly under the radar and then crack open the markets the big dogs play in.\xa0What You\u2019ll Discover About an Underdog Brand:* How an underdog brand uniquely positions itself to challenge market leaders,* The 3 factors that successfully fuel an underdog brand* Why focus is an underdog brand friend* The underdog challenge for leadership in protecting a nimble business culture* AND much more.Guest: Mike SullivanMike\xa0is President and CEO of\xa0LOOMIS,\xa0the country\u2019s leading challenger brand advertising agency. For more than 30 years, he\u2019s helped some of the country\u2019s most successful companies build their brands and together with Michael Tuggle, an award-winning creative director and writer with more than 25 years in the ad world building brands and growing companies, he co-authored\xa0The Voice of the Underdog: How Challenger Brands Create Distinction by Thinking Culture First.Related Resources:If you liked this interview, you might also enjoy our other\xa0Branding\xa0episodes.Contact Mike and connect with him on\xa0LinkedIn.Learn more about\xa0LOOMISFREE DOWNLOAD: Surprising Advantages to Being an UnderdogCheck out his book:\xa0The Voice of the Underdog: How Challenger Brands Create Distinction by Thinking Culture FirstAlso referenced by Mike: Adam Morgan\u2019s book\xa0Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders