Neeru Paharia – Assistant Professor, McDonough School of Business, Georgetown University

Neeru Paharia

“A lot of companies use underdog narratives in their branding, stories of starting in a garage with few resources and a lot of challenges,” says Paharia. “Consumers relate to these narratives. A lot of people feel like underdogs and want to support companies that are in similar situations. It’s rooted in the American culture: We love underdogs.”

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