Nerd Alert: The Power of an "Underdog" Brand

Update: 2025-10-09

Description

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore why underdog brand stories resonate with consumers and drive purchase intent. They reveal how combining disadvantage with determination creates powerful brand connection, especially when purchases feel personal.

Topics covered:

[01:00 ] "The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography"
[02:00 ] What makes an underdog brand biography work[03:00 ] Four studies testing underdog brand performance
[05:00 ] Cultural differences in underdog appeal
[06:00 ] Why identity matters in underdog branding
[08:00 ] When underdog stories don't work as well

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter

Resources:
Paharia, N., Keinan, A., Avery, J., & Schor, J. B. (2011). The underdog effect: The marketing of disadvantage and determination through brand biography. Journal of Consumer Research, 37(5), 775–790. https://doi.org/10.1086/656219

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