You are currently browsing the tag archive for the ‘marketing’ tag.
That is the theme of a forthcoming article in the Journal of Consumer Research: ’The Underdog Effect’.
In the article, HBS professor Anat Keinan and colleagues explain how and why a ‘brand biography’ about hard luck and fierce determination can boost the power of products in industries as diverse as food and beverages, technology, airlines, and automobiles.
Despite psychological research showing that people want to associate themselves with winners (and therefore with winning brands), Keinan was interested to see increasing numbers of brands trying to position themselves as an underdog, i.e. the one expected to lose.
It seems that when times are tough, people are more willing to relate to and support those who’s passion, determination and perseverance have helped them to overcome adversity.
This is an interesting concept that can be easily translated into external, corporate and internal communication to help show a new level of understanding and empathy with stakeholders, and help draw them closer to the leaders, products and organisations we represent.
To find out more, read an interview with Anat Keinan
in HBS’s Working Knowledge newsletter >
Melitta
Dear GCN members,
We hope everyone has enjoyed the summer. We would like to invite you to our annual “Geneva Communicators Apéro” to be held at the Chateau des Penthes, in Geneva. We have ordered warm temperatures and sunshine for that date in order to enjoy a drink on the beautiful terrace and get back into networking mode for the upcoming season. This is an occasion to welcome the many new members that have joined this year and to reconnect with our dedicated regulars.
When: Tuesday 7 September 2010, from 18h30 onwards
Where: Chateau des Penthes, 18 chemin de l’Impératrice, 1292, Pregny-Chambésy, Geneva Chateau des Penthes, see map (pdf)
Just up the road from the UN and the ICRC and across from the US Mission in Geneva.
Format: Socialising, networking, AND drinks!
Entry: CHF 10 (to cover some of the costs)
Since space is limited, please register as soon as possible>>
If this link does not work, please paste the following link into your Internet browser:
http://www.zoomerang.com/Survey/WEB22B4KCF5GNN
We look forward to seeing you there!
Patricia, Glenn, Melitta, & Vincent
Geneva Communicators Network
www.genevacom.org
Event sponsored by the International University in Geneva.
E-Business Events is organizing the 3rd E-Commerce Geneva edition on May 28, 2009 at the International Conference Center of Geneva (CICG).
- Over 2000 professionals expected
- 50 speakers
- 4 training sessions
- 1,500 sq meters of exhibition space, almost 40 exhibitors
-Business Conventions
For 10 years, E BUSINESS INFO has been creating and organizing several conventions and trade shows each year in the IT industry, thus bringing together 40,000 decision makers, 1,500 speakers and exhibitors all over France, and in various towns of Europe. In a very short time, the E COMMERCE convention has become THE European trade show in the industry.
