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.”