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The Voice Of The Underdog
In "The Voice Of The Underdog" Podcast, advertising veterans Mike Sullivan and Michael Tuggle unpack the poorly understood and grossly underleveraged connection between brand and culture. In each episode, the hosts discuss fascinating case studies, share entertaining stories from their 25 years in advertising together, and offer engaging insights for how successful challenger brands use culture to create extraordinary brand distinction. If you want to compete with and beat the category leaders, you have to start with your culture. If you want to build a great culture, start listening to this podcast.
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The Voice Of The Underdog
Episode 4: Culture Flavors Everything
ZUBI's founder Sarah Zubiate tells Mike and Michael how she went from a bond trader with humble beginnings to starting a food business and building her own farm. Sarah's delicious, healthy, plant-based salsa, queso, and crema de jalapeño dips are selling out everywhere, and in this episode she shares some of the valuable lessons she's learned as a true Challenger Brand, her a-ha moments, and how creating a positive culture has made all the difference.