Underdog
It never gets old.
The PunjabKings beating MumbaiIndians.
Gukesh beating MagnusCarlsen.
Li taking down Cobra Kai in KarateKid.
Shah Rukh Khan in almost every movie ever.
Our brain is hardwired to root for them.
Why?
Because the underdog story is all about hope.
And guess what?
This same narrative is being used by brands every single day.
The solo founder taking on Big Tech
(e.g. Zoho building a global SaaS empire without VC money)
The local D2C enabler going toe-to-toe with Amazon’s logistics
(e.g. Shiprocket powering thousands of small Indian sellers)
The tiny fintech startup making banks sweat
(e.g. Razorpay redefining digital payments for Indian businesses)
Underdog positioning works.
It’s not just emotional.It’s strategic.
So if your brand is early-stage, low-budget, underestimated…
Good.
Tell your story like an underdog.
And watch the world start rooting for you.
P.S. What’s your favourite underdog moment of all time? Storytelling Branding
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