Be more Seahorse.

Seahorse couples greet each other every morning. Without fail. They dance, prance and pirouette to remind their partner how flipping cool they are and to reinforce their bond.

The dance never changes. It's the same moves, at the same time every day, with the same message.

They don't get bored of their Waltz, Moonwalk or even their Argentinian Tango ??

There's never a fear that they have to 'change it up' to stay relevant. They don't change their creative to keep things fresh in the bedroom.

Underdogs could learn a lot from the humble Seahorse.

1. Consider who you fancy, and then commit to them. Don't flipflop between audiences. Don't try to be all things to all seahorses. Do the difficult thing, the thing every Underdog fears most... commitment.

2. Then choose your dance. Make it different, make it personal, bold, bright and noticeable. And remember, if you make it true to your DNA, then committing for the long-term becomes a lot easier.

3. And finally, have the humility to commit to the long-term. Don't freshen up your promenades, pirouettes or prances when you've got bored of doing them every day. Instead remember your dance is only just starting to wear in... it's not even close to wearing out.

If in doubt, remember... be more seahorse.

Underdog brands, need Underdog thinking.

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