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David vs. Goliath

David vs. Goliath


In contemporary language, “David vs. Goliath” has come to reference an underdog situation. In the Bible, Goliath is described as 9 feet, 9 inches tall, larger than life, and the champion of the Philistines. He wears a bronze coat of armor weighing 5,000 shekels and wields a bronze javelin weighing another 600. The Biblical story convinces the reader that Goliath is not only unbeatable, but utterly unmovable. And from the perspective of the emerging brand peering up at their large business competitor, it may also feel this way.


And yet, as is famously known, David defeats Goliath with only a stone and a slingshot. Recognizing Goliath’s unwieldy size and using it to his advantage, David made the key decision to compete smarter, not larger.


The story of David vs. Goliath perfectly exemplifies MediaMax’s “Raison D’Etre” or, “reason for being.” Brands, more specifically small and midsize brands, recognize the necessity of local, strategic advertising. Our ability to access iconic magazines and premium digital media while helping businesses specifically reach the markets that are most important to them, offers a combination of targeted brand awareness, recognition, and affordability. We supply the marketing tools that may not be regularly available to the smaller brand—whether it be expanding into a market that does not carry a trustworthy city magazine or offering the simplicity of one company to help with both local print AND digital advertising.


MediaMax not only provides the slingshot and stone that helps emerging brands contend with the Goliath-sized businesses. We level the playing field, offering access to premium media and seeking to help businesses gain confidence and recognize their own potential for success against their larger competitors. One aspect of the David vs. Goliath story that is often overlooked is that if David had never summoned the courage to fight Goliath after 40 days, he would have never triumphed.