One of the most exciting parts of March Madness isn’t just about picking the champion (though we all root for our favorites). It’s the unexpected upsets, the emerging underdogs, the teams no one saw coming.
Why we root for underdogs
Every year, there’s a Cinderella story – a team that isn’t the biggest, the flashiest, or the most resourced, but somehow captures everyone’s attention. I find myself rooting for them, especially when my bracket is busted (thanks, Gonzaga!). Everyone loves a successful underdog story; it feels relatable, real, and human.
This same idea shows up in marketing. At Ideba, the core of what we do is to help our clients understand their customers on a deeper level. What we find is that people don’t connect with brands just because they’re the biggest or the loudest playmaker in the game. They connect with brands that feel authentic, that understand them, ones that tell a story they can see themselves in.
Authenticity as a competitive edge
It’s easy to assume that in business, the “top seed” always wins. The ones with the biggest budget or strongest positioning are guaranteed success. However, March Madness is a good reminder that it doesn’t always work that way.
Sometimes the brands that stand out the most are the ones that uncover something others missed – an unmet need, a story that genuinely resonates.
At the end of the day, whether it’s basketball or marketing… people will always root for what feels real.
Jenna Gieszler – Research Manager
