Mike Sullivan is president and CEO of LOOMIS, the country’s leading challenger brand advertising agency. For more than 30 years, he’s helped some of the country’s most successful companies build their brands. Michael Tuggle is an award-winning creative director and writer with more than 25 years in the ad world building brands and growing companies. Their new book is The Voice of the Underdog: How Challenger Brands Create Distinction by Thinking Culture First (BizComPress, Aug. 10, 2020). Learn more at theloomisagency.com.
When you think of your favorite brands, how do you feel? Whatever those feelings are, for successful brands, the way you feel has been fully orchestrated from the day you first encountered the brand. For instance, for those who embrace Nike’s brand, it elicits very strong feelings. And from the brand’s culture to its designs […]
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