WALTHAM – A
study by Brandeis University’s business program indicates that Boston-area
consumers have absolutely no tolerance for marketing campaigns that do not
incorporate the word “Wicked” in some capacity.
“Having a
brand in this region without the term ‘wicked’ somewhere associated is akin to
marketing poison,” said Professor Joyce Gregarian. “Local consumers would
rather pay more for a product that does not suit their needs than purchase a
usable, affordable commodity that is not being described to them as ‘Wicked
Good,’ or ‘Wicked Awesome.’”
The study
indicates that the term becomes even more impactful for local buyers when it is
coupled with a derivative of the Boston accent. “If you can combine the word
with the regional dialect, it becomes yet more effective,” said Gregarian. “‘Wicked
Pissah,’ or ‘Wicked Usah-Friendly’ are tremendously powerful.”
Consumers in
Downtown Crossing seemed to confirm the study’s findings. “See, look at how
these shoes are described,” said Carol Goodwin, a shopper from Medford. “The
tag says they are ‘comfortable, stylish, smart.’ I don’t see the word ‘wicked’
anywhere. That might fly in Philadelphia, but not here.”
The shoes on the opposite rack offer a more
appealing alternative, according to Goodwin. “These shoes are described as
‘Wicked Orthopedic.’ That’s a message I can get behind.”
