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CEOWORLD magazine - Archive in Mike Sullivan and Michael Tuggle

Mike Sullivan and Michael Tuggle

Mike Sullivan and Michael Tuggle

Mike Sullivan is president and CEO of LOOMIS, the country’s leading challenger brand advertising agency. For more than 30 years, he’s helped some of the country’s most successful companies build their brands.


Mike Sullivan is an opinion columnist for the CEOWORLD magazine. Connect with him through LinkedIn. For more information, visit the author’s website.

Michael Tuggle is an award-winning creative director and writer with more than 25 years in the ad world building brands and growing companies. Their new book is The Voice of the Underdog: How Challenger Brands Create Distinction by Thinking Culture First (BizComPress, Aug. 10, 2020).


Michael Tuggle is an opinion columnist for the CEOWORLD magazine. Connect with him through LinkedIn. For more information, visit the author’s website.
Mike Sullivan
CEO Opinions

Surprising Advantages to Being an Underdog

As humans, our love for the underdog is a primal evolutionary trigger. It’s a mix of our competitive natures and our sense of fairness that stems from an innate notion that it’s unfair to pick on someone smaller.    While being small can have big disadvantages when it comes to things...