How Underdog Branding Wins in Tough Times

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?