Maria Aragon is the latest in a long line of Davids.
Maria is the 10 year-old YouTube sensation from Winnipeg who has captured (as of this writing) nearly 15 million views with her powerful young voice doing a passionate rendition of Lady Gaga’s “Born This Way”. She will be soon joining Lady Gaga on stage in Toronto to sing a duet.
We love the underdog. It is human nature. We cheer for the little guy (or girl).
We got behind the homely but talented Susan Boyle and Paul Potts.
Even fans of other teams had to be happy for Aaron Rodgers as he emerged the shadow of the evil Brett Favre. And last year the entire world was happy for the New Orleans Saints when they recaptured the city’s glory.
Everyone cheered when underdog Kathryn Bigelow (The Hurt Locker) beat mega-famous ex-husband James Cameron (Avatar) to win Best Director at the 2010 Academy Awards.
Nobody cheers for Goliath.
Do you think about that when you tell your brand’s story? I hear plenty of advertising for products that claim leadership in their category. They boast about a bigger showroom, selling more cars, and crushing the competition. That’s great, but it does that really connect in today’s environment?
Avis made a legendary marketing campaign out of being the little guy with “We Try Harder”.
For a long time, Apple was like that, always living in Microsoft’s massive shadow. Apple’s “little guy” image attracted a lot of followers.
When you tell your brand’s story in marketing, promotion, and advertising, think about making yourself more vulnerable and human by NOT appearing to be powerful and mighty.
Most of your customers don’t see themselves as powerful and mighty. You might be better off reflecting your customers instead of dominating over them.
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Here’s mighty voiced underdog long-shot superstar Maria Aragon doing “Born This Way”…