Marketing Services

Topdog - Underdog is our full concept marketing service that comprises the third leg in our service approach.  It integrates market and audience research into marketing applications, campaigns, and a variety of advertising deliverables. We design and develop marketing strategies that target and reach the rapidly changing urban market and popular culture. In addition to strategic marketing, we are also provide creative development, media messaging, as well as media planning and buying.

The Topdog - Underdog are archetypes in marketing terms and within society. They represent the two major opposing and coexisting market forces, because there is conflict and a plurality of sorts between them. The topdog relies on traditional approaches, consumer groups, The topdog represents the mainstream in market and media terms, and operates out of an incumbent's market position, marketing and marketplace traditions.

The underdog represents a counter market force that can side-step, augment, and even supplant the topdog. The underdog has alternative mechanisms and ways of exerting market influence and bypassing the mainstream. In addition, the underdog uses non-traditional communications that effectively help market products, services, and market trends. Our marketing approach emphasizes this word-of-mouth communications by utilizing the vast social networks of so diverse population groups, which are often underestimated and overlooked in traditional campaigns. Rather than operating from any largesse of rank, the underdog is adept at improvisation, market creativity, and even misdirection.