The Drum – Keeping the underdog mentality: how brands can sustain success
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August 1, 2022Elise Stieferman
Challenger brands often succeed thanks to a scrappy, nimble ‘underdog mentality’ – but they can lose that edge as they grow. Coegi’s director of marketing and business strategy, Elise Stieferman, argues that as brands grow into household names, it’s important to keep thinking like an underdog.