The Feisty Underdog presents itself as locked in a binary battle we can all recognise: ‘small vs. big’, ‘good vs. evil’, ‘us vs. them’. Belief, chutzpah and resilience are everything, as is the absolute authenticity of this challenger’s position as David, sticking it to Goliath.
We didn’t have money, so we went into the locker room.
The Feisty Underdog is restless, scrappy and noisy. They should compare and challenge through broadcast, social and experiential channels, allowing the audience to be the jury. They should look to hijack their competitors’ symbolism and be opportunistic, so they must set aside budgets for rapid tactical activity.
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