Creating a new brand progressively gets more difficult as time goes by. There are so many other businesses and new ideas popping up, making it a tough competition. So how can your brand keep up? Let's take a look at one of the United States’ presidential candidates, someone who people didn’t expect to have a marketing campaign that would go far. Bernie Sanders is the example of what it’s like being the underdog rising to the challenges of taking on popular and dominant players. The things that make underdogs so appealing are their determination despite the odds against them and how they relate and inspire the masses. Not only does this apply to the presidential elections but also the marketing world.