The Underdog advantage

Sarah Palin didn't disappoint. With the spotlight on her, she delivered a performance that may have not been high on substance, but was packed with a style that got her endearing persona, across, loud and clear. Sure, the presidency is not about persona, but that's critical in driving perceptions about candidates, that may ultimately be what counts, come election day. Palin's sealed the quintessential tough cookie image, that embodies what the 'middle class' is about.

But what's of interest to me is the 'spotlight' part. Being the underdog, she always has had the minutest of scrutiny by the media. That was in a way good, because the public then train their senses on what she does. They wanted to know how she would perform at the debate, knowing fully well that a lot of liberals expected her to fall flat. She turned in a strong performance.

Being the underdog brand ain't all that bad. The spotlight's trained on you, 'cos everyone wants to know how you perform. And if you do stumble at times, its all right, cos the public is willing to forgive the underdog. This is unlike what the reactions are, to the leader. The leader brand's mistake brings out the sniggers. Take Microsoft for example, a dominating brand. It never garners public sympathy, unlike someone like Apple. Apple's the underdog rebel brand and so the sympathies pour in, if needed. Its easier for the the public to identify with the underdog 'cause that resonates with their own lives.

So, you see, it pays to be the underdog.


Popular Posts