Speed from clarity: How Underdog built a brand that moves fast with Underdog's Devin Bellamy & Mike Posner
Finding your footing as a challenger brand is tough. You're up against bigger, better-funded competitors with deep brand equity and loyal audiences. So what stake do you put in the ground? How do you stand out and show consumers what they're missing?
Our newest client, Underdog, answered those questions. They got clear on who they were, and that gave them the ultimate advantage: They move with clarity and conviction, launching activations that keep up with the pace of culture.
In this episode of Question Everything, we sit down with Underdog's Senior Director of Integrated Marketing Devin Bellamy and Head of Executive Development Mike Posner on the heels of their first-ever national campaign, Unleash Your Dog. We chat about building Underdog's brand and culture, plus how they took The Dog from brief to screen and beyond.
What you'll learn in this episode:
How brands can move fast without compromising quality
How Jody Hill and Paul Walter Hauser gave The Dog a soul, and why letting talent improvise was the unlock
How The Dog is showing up in the Underdog app
Why Novig's Sydney Sweeney spot may have won attention but lost the brand
The secret to understanding your audience
Why Underdog would do Unethical Hoops all over again, cease-and-desist and all
Why brand leaders should have faith in their ideas from brief to activation
Why Devin hasn't felt disadvantaged in senior marketing roles across male-dominated industries
Why Underdog skipped the big office and invested in Camp Underdog, its annual off-site, instead
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