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Here are 13 powerful questions you should be asking yourself and your customers as you work to build a stronger brand.<\/p>\n
<\/div>Read More<\/i><\/a> Let\u2019s look at five underdog brands that became among the most successful brands in their industries and how they did it.<\/p>\n Netflix has a classic underdog story<\/a>. It nearly went bankrupt, tried to sell itself for peanuts to the market leader (Blockbuster), and then became one of the leading technology companies in the world.<\/p>\n Netflix became successful by out-innovating the competition.<\/p>\n After it disrupted Blockbuster, the market leader, it disrupted itself.<\/p>\n Initially, Netflix offered videos by mail. This helped the company gain a significant market share. But Netflix then capitalized on the convenience of the Internet. It launched video streaming, which cannibalized its own videos-by-mail business and forced the market leader to go out of business.<\/p>\n By offering a more accessible and affordable alternative to movie theaters and video rental stores, Netflix displaced the market leader and showed how underdogs could win.<\/p>\n Apple had a very humble beginning<\/a>. The company started from Steve Jobs\u2019 garage and became the world\u2019s most valuable.<\/p>\n The secret to Apple\u2019s success? Strong branding<\/a> (including the iconic Apple logo<\/a>), consistent marketing, and innovative products.<\/p>\n When the company started, it tried competing with many computer companies. But its products were rarely differentiated before 2001.<\/p>\n Apple released the iPod in 2001 and changed the way we listen to music. Since then, Apple has created new markets with smartphones, smartwatches, tablets, and other products.<\/p>\n Apple followed all of the marketing strategies we shared above to turn its original business into one of the world\u2019s leading brands. And it showed how strong branding and consistent marketing could help a business succeed. It would not be as successful today if not for that golden combination.<\/p>\n Ben & Jerry\u2019s, known for its rich and varied ice cream flavors, started when two childhood friends took a $5 ice cream course.<\/p>\n Ben Cohen and Jerry Greenfield\u2019s Ice Cream faced various challenges<\/a> and competed against established giants, including Haagen-Dazs.<\/p>\n The company became a market leader by innovating, offering affordable pricing, and building a terrific loyal community.<\/p>\n It\u2019s not afraid to speak out about social issues and often rewards customers. For example, Ben & Jerry\u2019s has a yearly tradition of giving its customers free scoops of ice cream to celebrate their anniversary. This builds lots of goodwill with customers and creates a loyal customer base.<\/p>\n Transparency, vigorous advocacy, and appropriate humor can create credibility, trust, and a loyal customer base.<\/p>\n That\u2019s the lesson we learn from Chipotle.<\/p>\n The popular Mexican fast-food chain owner, Steve Ells, always believed that using fresh and sustainable ingredients<\/a> was essential to Chipotle\u2019s success and branding.<\/p>\n Chipotle adheres to its strong \u201cfood with integrity\u201d motto and tells people about the origin of the food in Chipotle restaurants.<\/p>\n And Chipotle shows its relatable side by smartly using humor in its social media posts.<\/p>\n Most consumers today value transparency and prefer healthier ingredients. And people love to laugh. That\u2019s a great combination that has helped Chipotle gain market share.<\/p>\n It\u2019s not easy to make a name for yourself when competing with big brands like McDonald\u2019s, Burger King, Taco Bell, and Subway.<\/p>\n But Five Guys Burger and Fries found a way to compete and establish its popular brand.<\/p>\n The market leaders in the fast-food industry are known for their cheap menu items. It would have been difficult for a new competitor to compete on price alone.<\/p>\n So, how did Five Guys do it?<\/p>\n Give Guys gained market share through better branding (and better products). The company\u2019s branding focuses on an authentic burger restaurant experience<\/a>: white and red picnic tablecloths, traditional burger menu items, and peanuts on the table to seal the deal.<\/p>\n And its burgers and fries are tasty. They\u2019ve won many awards.<\/p>\n Competing as an underdog brand is not easy. You have to exert multiple times the effort of an already known brand. And you must be creative and resourceful in your marketing.<\/p>\n Successful underdog brands use a combination of the strategies we shared above. And most importantly, they put customers first.<\/p>\n![](\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2020\/03\/27125439\/logo-pink-blue.png\"\/){kind=logo}
<\/div>\n5 Underdog brands that succeeded<\/h2>\n
Netflix<\/h3>\n
Apple<\/h3>\n
Ben & Jerry\u2019s<\/h3>\n
Chipotle<\/h3>\n
Five Guys Burger and Fries<\/h3>\n
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