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Underdog Branding: Why Underdogs Win in Recessions

May 20, 2011 • STRATEGY & MANAGEMENT, Marketing & Consumers, EntrepreneurshipComments (0)

By Neeru Paharia, Anat Keinan, and Jill Avery In response to difficult economic and social realities, firms can successfully both inspire, and increase their appeal to consumers by strategically using underdog branding. You might also like: Reinvention: Critical to Business Success, but not Always Obvious Conflict Contagion: A Virus to Watch and Treat Early

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