"We’re No. 2!" is not a rallying cry for most, but America tends to love the underdog.
Think Chicago Cubs. Some companies flaunt their David-like status, such as Avis’ angle of "we’re No. 2 so
we try harder" versus rental car Goliath Hertz. Hey, even pork, "the other white meat,"
proudly serves up its second fiddle position to chicken.
Remaking the Reman Market
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