Underdog Advertising

Paul W. Flowers
Brown Books (2006)
ISBN 1933285222
Reviewed by Irene Watson for Reader Views (6/06)

Flowers explains right in the beginning that there are two types of advertising: Top Dog, and Underdog.  The Top Dogs are those that have enormous advertising budgets. This book is not for those, it’s for the rest – The Underdogs. The Underdogs experience competition, small advertising budgets, low awareness products, power in the market place, and limited cash flow.

Flowers introduces ten very important principles that determine the success of advertising.  His first principle is “think outside the box.”   He encourages “different” and “better” advertising than the competitor. His second principle is to “take risks.”  Another principle is “be consistent.” Flowers encourages picking a campaign and sticking with it. With all the nine principles in place, his last principle, and probably the most important, is “have patience.”  Each principle is discussed in full detail in “Underdog Advertising.”

For me personally I found that Flowers’ chapter on “Big Dog Branding” had the most impact. Going through this chapter paragraph-by-paragraph and reflecting on my own business gave me a better understanding of the importance of creating a brand. I recently changed my logo and wondered if this was a good endeavor. After concentrating on this chapter I determined the change was important and will reflect on what the company is really about. This chapter also reinforces the need of being clear on your target as well as the needs of the prospect. The exercises provided give you a means to focus on validating your brand.

Moreover, at the back of the book is a workbook. Flowers gives the reader an opportunity to review the ten principles and answer questions about their own business. I believe any serious business owner could use this workbook and re-visit their marketing strategies on a consistent basis.

Flowers’ “Underdog Advertising” gives a simple, yet very effective, tool for anyone on a limited advertising budget to get the same results as any high dollar advertising campaign. All it takes is focus, determination, and ability to take a risk. This is my newest reference book that will be used every time I update my business plan.

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