Branding the Underdog

What do judo and small business have in common? A new course on branding law for entrepreneurs at Babson College has the answer

Everyone roots for the underdog. That's just what Ross Petty, professor of marketing law at Babson College's F.W. Olin Graduate School of Business, had in mind when creating Judo Brand Diversion, the concept—adapted from the martial arts—that a relatively unknown brand can use a more famous one to attract attention to itself.

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