Why does everyone love an underdog? That is a cliche that is bandied about a lot, but what drives it? Why did everyone want Boise State to topple Oklahoma or why did many people root for Florida in tonight's BCS championship. Or, the most famous underdog of all, Rocky Balboa.
Why do we build companies and brands up and then tear them down by rooting for the underdog? Think Microsoft, Google, Wal-Mart - we created these brands by buying their products and now we couldn't care less.
Personally, I like being the underdog. Nobody sees you coming, you can zig when everyone is zagging. You can fly under the radar and perform feats that nobody thought was possible.
Wirestone is uniquely ranked on both Top 50 lists for Advertising Age's Integrated Marketing and Interactive Agencies. We're also in the top 2% of marketing services agencies in the United States ranked by billings. 
