Some smaller companies can gain a toehold by attacking the weakness in a bigger company’s strength. Just like David, sometimes the little guy can get a lot of attention with a good aim and a slingshot. When this strategy is supported by an exceptionally creative execution, the smaller advertiser can gain market share.
There are many examples of smaller companies successfully piggybacking on the market’s awareness of the big guys. Take the agri-business sector, when pork producers raised awareness of the health benefits of eating pork products—like chicken. Dissing red meat and piggybacking on the poultry industry, “the other white meat” was a brilliant and easily accepted position.
Leveraging the weakness of the bigger guy—not only supercharges your marketing budget—can take them down a notch or two.