Please, feel free to check this video on youtube, which it is self-explanatory and easy-understandable:

For more information on this articel click on http://hbswk.hbs.edu/item/6496.html.

What would be the job for this picture, then? Calm…. yes from my opinion.

I was just reading an article referring to the main differences among the traditional marketing and the new marketing. Here they are, what we should be changing:

- Move out from “I” to “US”.

- Change the actitude of interrupting towards conversational approach.

- Readdress a proactive initiative by a customer initiative: Collective Intelligence.

- From Product to Engagement.

- From Publicity to Experience.

- From Computer to “Be Always Online”.

- From Brochures to Recommendations.

- From Individuals to Community.

- From Egocentrism to Corporate Reputation.

- From Assumptions to Web Analytics.

Most of those changes are about community, working together, conversation… this is marketing, traditional marketing I would say, it had not changed in that regard. It is built by people working together companies and customers. Customers will buy a service or a product a second time, if the first time was right, if they trust the company, and if there is interaction in some cases.

What it really changed from my opinion is technology. Technology have facilitated that customers can openly say what they think about a product or service, and what they would like to add or remove… and it opened an interaction platform to more people ready to give feedback.

Therefore, I would say, it is not marketing the tool that helps describing a product or a service in a way that the customer can understand what it means and buy it if it fits to their objective? YES! Then, since marketing is grounded in trust and technolgoy, it can help to easily adapt a product or service better to the needs or objectives of customers.

Perhaps, we don’t need to talk that much about marketing, but we must spend time and energy in improving our services and products to really offer what we are saying we are offering… to build trust.

What do you believe?

Martha Lagace is the author of the article “How Underdog Branding Wins in Tough Times”, Harvard Business School, Working Knowledge.

The author explains how and why a “brand biography” about personal traits hard luck and fierce determination can raise the power of products in industries as food and beverages, technology, airlines, and automobiles. She also emphasizes that in today’s economically difficult times, underdog brands stir up psychological, and real enthusiasm for power in the marketplace.

I agree with the author’s assertion that “The weaker party is often more attractive”. The reason behind that as Martha says may be an increasing willingness on the part of consumers to identify themselves with the undergog.

But why? Some reasons might be people wants to have:

• Hopes and dreams
• Noble struggles against adversaries
• Passion and determination to succeed when the odds are agaisnt them
• Impossible is nothing

What’s your opinion, do you think customers will first fall in love with an underdog branding than with any other company?

Will you buy an underdog branding story, will you buy microsoft or apple? What makes you decide? Which factors might affect your decision?