2What does building your company's culture have to do with building your brand? Get ready to find out. In The Voice Of The Underdog: How Challenger Brands Create Distinction By Thinking Culture First, advertising veterans Mike Sullivan and Michael Tuggle unpack the poorly understood and grossly underleveraged connection between brand and culture. Filled with fascinating case studies, entertaining stories, and engaging insights, the book examines the true essence of what makes a company a challenger brand, unveils how successful challengers of all sizes use culture to create extraordinary brand distinction, and finishes with a detailed blueprint for building your own transcendent culture.

For more than 20 years, Sullivan and Tuggle have put the lessons and insights in this book into hard practice at LOOMIS, the country's leading challenger brand advertising agency helping drive hundreds of millions of dollars in sales and build renowned challenger brands in numerous categories including restaurant, banking, retail, healthcare, home services, franchise support, and more. Just as importantly, the authors have helped build a company culture that's kept employees twice the national average and lead to LOOMIS being named Small Agency of Year by Advertising Age, and a 7-time placement on the Best Places to Work lists from the Dallas Morning News and the Dallas Business Journal. 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 with this book.