How to build an underdog brand: a brand management framework
Pieter Steenkamp, PhD2023-11-14T07:52:29+02:00Today I'm going to show you exactly how to build and manage an underdog brand for success! In fact, this is the same framework we include in the Brand for Success workshop those who consider themselves underdog brands. This allows them to compete effectively against top dogs. The framework works, but there are specific things [...]
