The Voice of the Underdog

How Challenger Brands Create Distinction by Thinking Culture First

By: Mike Sullivan, Michael Tuggle

Narrated by: Mike Sullivan, Michael Tuggle

What does building your company’s culture have to do with building your brand? Get ready to find out.

In The Voice of the Underdog®: How Challenger Brands Create Distinction by Thinking Culture First, advertising veterans Mike Sullivan and Michael Tuggle unpack the poorly understood and grossly underleveraged connection between brand and culture. Filled with fascinating case studies, entertaining stories, and engaging insights, the book examines the true essence of what makes a company a challenger brand, unveils how successful challengers of all sizes use culture to create extraordinary brand distinction, and finishes with a detailed blueprint for building your own transcendent culture.

©2020 Mike Sullivan and Michael Tuggle (P)2021 Mike Sullivan and Michael Tuggle

good info

although a good book and I finished it it's more of a company rah rah book. I read it because the company I work for wanted everyone to read it. lots of comparisons to successful companies.