Underdog Advertising: Proven Principles to Compete and Win Against the Giants in Any Industry

Underdog Advertising is written for the small-to-midsize business that must compete against bigger companies for sales, market share and brand awareness. Based on proven creative and strategic advertising principles that have developed and refined over the last twenty-five years, the book helps smaller businesses create and execute advertising programs that are effective in the face of strong competition.

Just as David toppled Goliath with a well-aimed rock, the methods and principles described in Underdog Advertising have consistently helped "budget underdogs" hit the mark and become the real winners.

Paul Flowers founded Flowers & Partners Marketing Communications in 1984. More than three decades of successfully building regional and national brands led Paul to identify and formalize the principles that make up Underdog Advertising®. These principles have consistently delivered results for clients who are not the biggest in their categories and do not have advertising budgets that are as large as their bigger competitors’ budgets. Paul has conducted numerous presentations and workshops on Underdog Advertising to business operators in Texas, which led to the writing of the book, Underdog Advertising. His work has been recognized locally, regionally and nationally. Paul is listed in the inaugural edition of Who’s Who In Advertising.