Underdog’s key to marketing success


Reading an older article on Subaru’s marketing strategies, I see exactly the keys that underdogs competing in a much bigger, competitive market need to seize on for success.

  • Focus – do the few things you do better than anyone and make sure you know it, show it and can prove it
  • Make the most of limited resources – memorable marketing that taps into what your customers want
  • (Most importantly!) KNOW YOUR CUSTOMERS! – take advantage of that data, the loyalty factor and continue to add depth

“What Subaru has done is to make itself into the first automaker that could be described as “artisanal” — focused, individualistic, and really good at a very few things. With only limited resources, Subaru has made smart bets on features like all-wheel drive, developed memorable marketing and advertising that set it apart from the competition, and learned more about its customers than any other automaker. In appealing to them by geography, lifestyle, and, at times, sexual orientation, it has built the deepest loyalty in the car business. The company understands itself so well that for years its advertising tag line was the self-referential “It’s what makes a Subaru, a Subaru.””

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