The Marketing Architects Nerd Alert: The Power of an "Underdog" Brand
Oct 9, 2025
09:50
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:
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
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.