Welcome back to Strategic Counsel by ForthRight Business! Looking for Marketing Smarts? You’re in the right place. After almost 4 years of helping to make you savvier marketers, we decided to broaden this podcast to include more business-oriented topics that will make you savvier business leaders.

In this episode of Strategic Counsel by ForthRight Business, we’re talking how to win as an underdog brand with Paul Mellor. Listen to the episode on Apple Podcasts, Spotify, and your other favorite podcast spots – follow and leave a 5-star review!

• Episode Summary & Player
• Show Notes
• Marketing Smarts Summary
• Transcript

Strategic Counsel: How to Win as an Underdog Brand with Paul Mellor, Mellor&Smith

Sure, it’s nice to be the category leader. But, there can only be one leader – making many of us underdogs. Being an underdog can feel very daunting. That doesn’t mean you can’t be highly successful in your own right. We wanted you to learn from a trailblazer who helps underdogs for a living, so we welcomed on Paul Mellor, Founder & Managing Director of Mellor&Smith. They’re an advertising agency specializing in getting Underdog brands NOTICED. Here’s a small sample of what you will hear in this episode:

• How to define an underdog brand?
• What does it look like to cut 50% of what a brand is doing?
• Can brands be successful as an underdog brand or do they need to become market leaders?
• What is the ONE thing that big brands can’t, won’t, or don’t do?
• The SINGLE advantage that underdog brands have that big dogs don’t

Make sure to check out their 13½ Ways to Grow Your Underdog Brand.

And as always, if you need Strategic Counsel, don’t hesitate to reach out to us at: ForthRight-People.com.

Check out the episode, show notes, and transcript below:

Show Notes

• How to Win as an Underdog Brand with Paul Mellor, Mellor&Smith
  • [0:00] Welcome to Strategic Counsel by ForthRight Business
  • [0:36] How to win as an underdog brand
  • [1:36] Welcome to the show, Paul Mellor!
  • [3:02] How does Paul define an underdog brand?
  • [9:24] What happens in the market to make them 6th instead of 3rd or 4th?
  • [14:54] Is Paul helping companies become market leaders?
  • [20:01] Can brands be successful as an underdog brand?
  • [22:18] How do companies feel about being underdogs?
  • [27:13] How is the work different for underdog brands?
  • [32:55] What does it look like to cut 50% of what a brand is doing?
  • [39:27] Is it easy to get brands comfortable doing risky shifts?
  • [44:01] How not to water down the strategy?
  • [47:42] Why can’t underdog brands use big dog strategies?
  • Quick-Fire Questions
  • [53:01] Paul’s pitch for France
  • [54:07] The best advice he’s ever received
  • [55:19] What is Paul reading right now? Lover Man by Alston Anderson
  • [56:30] Download 13½ Ways to Grow Your Underdog Brand
  • [58:04] Make sure to follow Strategic Counsel on your favorite podcast spot and leave us a 5-star review on Apple Podcasts
  • [58:09] Learn more at ForthRight-People.com and connect with us on Facebook, Instagram, and LinkedIn

What is Strategic Counsel?

Welcome back to Strategic Counsel by ForthRight Business! Looking for Marketing Smarts? You’re in the right place. After almost 4 years of helping to make you savvier marketers, we decided to broaden this podcast to include more business-oriented topics that will make you savvier business leaders.

Thanks for listening Strategic Counsel. Get in touch here to become more strategic.

Transcript