Playing from behind isn’t always the best scenario for companies, especially if they have to compete with companies that have decades under their belts. But everyone loves an underdog, especially when they’ve come far and have become a champion in the business with their name. Here is how some of the top names in the industry today managed to keep their brand in the hearts and minds of both their devout customers and loyal investors.

Tesla

Elon Musk’s pet project has grown from being just entrepreneurship to becoming one of the leading brands in manufacturing hybrid vehicles. Though Musk is relatively new to the industry, he didn’t try to compete with pre-existing hybrid models such as Prius; he instead devoted his marketing to selling to the elite. Focusing on developing hybrid vehicles that are equally stylish and efficient, he has managed to attract a consistent surplus of investors

Spotify

Streaming services are becoming the new norm with big names such as Amazon and DC procuring their channels for their subscribers. Spotify has a relatively simple model of streaming music. Its platform allows its users to scour through its massive archives of music libraries to listen to high-quality tunes from their favourite brands and all for free – at least if you’re okay with ads and a shuffle playlist.

Spotify’s ‘free account’ model allows users to experience what it’s like without the ‘premium’ service, which makes them want it even more. With the added function of creating playlists and listening to playlists in order, this simple removal of a feature makes for a significant difference regarding monthly subscriptions.

Apple

With the recent release of Apple’s Air Pods, many are jumping on the train to either hate it or love it. Though Apple is currently facing the recent backlash of the dying trend of purchasing the latest iPhones, it cannot be denied that the stellar marketing that they’ve incorporated in turning a gadget into a fashion statement is a clear indication of the company’s successful marketing strategies.

Who knew that owning a sleek and powerful laptop would be fashionable, let alone buying a new phone year after year when Apple releases one? Apple has managed to make a name for themselves in being the brand that creates trendy and expensive pieces of tech that is sure to be a great example of outstanding brand awareness.

Starbucks

Similar to Apple’s hold on fad gadgets, Starbucks has also turned the act of drinking coffee into a fashion statement. Rising through the ranks and developing their brand not just as a coffee place but also as social status, a Mocha Frappe in hand is a display of state more than it is a morning drink. They’ve even one-upped themselves by having their promotional merchandise hold an equally high standard with their high-quality tumblers and year planners that make their customers buy more products for sticker collections. Starbucks has created a cycle of consumerism that’s as sneaky as it is brilliant.