UConn 360 – When somebody scrolls through the top product categories on Amazon odds are some 60% of the brands for sale will be ones you’ve never heard of before. That poses a challenge for marketers looking for their brands to be chosen among the many options, including familiar ones. UConn marketing professor Danielle Brick has researched how novel brands can make inroads in a very crowded marketplace and it has been published in the Journal of Consumer Research. She joins us on the podcast and tells us about how she went about her research, which included offering candy bars to people that just worked out at a gym. Brick also tells us about how novel brands have affected her personal shopping habits and her research on spiteful brand choices in relationships.
Marketing
Commencement Speaker: Servant Leadership Distinguishes Top Companies, Stellar Executives from the Rest
UConn Today – Alumnus Rich Eldh ’81, an entrepreneur who created a $300 million global research and advisory firm, told business undergraduates that servant leadership is one of the most important, and misinterpreted, components of business success.
“Servant leadership means leading with strength, for the benefit of others,’’ he told more than 700 graduates, their family and friends, during the Commencement ceremony on Saturday at Gampel Pavilion. “It means empowering your team, fostering growth, and creating environments where others can shine.’’
Professor Bird Awarded Fulbright Scholarship to Conduct Legal Research in Finland
UConn Today – Business Law professor Robert Bird has been selected as a U.S. Fulbright Scholar and will spend three months studying human-centered legal strategy and design in Finland next semester.
“I’m excited about this opportunity to collaborate with my peers in Finland, who are doing some interesting work on strategic legal design,’’ he said. “I believe this research will add value to organizations, make complex contracts easier to understand, and benefit my students as well.’’
2025 HoF Student Honoree – Arianna Landesbaum
Earning a place in the 2025 Student Hall of Fame is a prestigious honor, one that Arianna Landesbaum has rightfully achieved.
Established in 1993, the UConn School of Business Hall of Fame recognizes alumni and current students who have demonstrated exceptional career success, industry contributions, and community engagement. Arianna embodies these qualities, making her selection as a Student Hall of Fame Fellow a well-earned recognition of her dedication.
Graduating with a Bachelor of Science in Analytics and Information Management in just three years, Arianna is now pursuing a master’s degree in Social Responsibility & Impact in Business. She views this achievement as both an “honor and a blessing,” crediting her success to the unwavering support of her family, professors, mentors, and peers. Throughout her time at UConn, she actively sought to make a difference through leadership, service, and academics, and now, her contributions are being officially recognized.
Arianna’s selection in this highly competitive process stems from her exceptional leadership, innovation, and commitment to social impact. As the former Vice President of Philanthropy for Alpha Chi Omega and an active participant in HuskyTHON, she left a profound mark on the UConn community. Her role in Alpha Chi Omega was particularly defining. She spearheaded efforts to raise awareness for domestic violence through initiatives such as “Walk a Mile.” Under her leadership, the event raised a record-breaking amount for the chapter and provided a platform for survivors to share their stories. Similarly, as a HuskyTHON leader, she helped her team set a new fundraising record for Alpha Chi Omega, raising over $42,000 for Connecticut Children’s Hospital. These experiences reinforced her belief that true leadership is about service, passion, and lasting change.
Arianna’s decision to pursue a master’s degree is driven by her passion for marketing, deep interest in business law, and lifelong commitment to philanthropy. She believes businesses have both the power and responsibility to drive positive change, not just through philanthropy but by embedding ethical practices into operations, marketing, and governance.
In her interview Arianna stated “This degree has shaped my professional goals by showing me that success in business isn’t just about financial growth. It is about making a meaningful difference in the world,”. This sentiment echoes Mahatma Gandhi’s words: “The best way to find yourself is to lose yourself in the service of others.” Arianna has embodied this philosophy throughout her journey.
Her success is rooted in authenticity, a value instilled by her mother, who always reminded her, “Be yourself. Everyone else is taken.” She firmly believes that embracing one’s unique values, characteristics, and perspectives are key to making a meaningful impact. Her advice to students is simple: “Believe in yourself and pursue your goals with confidence.”
With her unwavering dedication and vision, Arianna Landesbaum has left an enduring legacy at UConn, and her impact on the world is only just beginning.
Business Ethics Expert to Discuss Evolving Role of Religion, Ethics, and the Workplace
UConn Today – It was, perhaps, the most talked-about wedding cake in the history of marriage ceremonies.
In 2012, Masterpiece Cakeshop in Lakewood, Colo., refused to make a custom wedding cake for the marriage of a same-sex couple. The bakery owner objected, saying that the ceremony conflicted with his religious beliefs.
Although the Colorado Civil Rights Commission found the bakery had discriminated against the couple, the U.S. Supreme Court later overturned that decision in 2018. The ruling said the Commission failed to maintain religious neutrality, sidestepping questions about anti-discrimination laws and human rights.
Robert Bird: Legal Strategy is an Untapped Competitive Advantage for Companies
UConn Today – CEOs and corporations should integrate legal strategy – an often-overlooked competitive advantage – into the core of their business plans, says Business law professor Robert Bird.
“Legal knowledge is the last great source of untapped competitive advantage in organizations, and the corporations that recognize this can unlock a storehouse of value creation that their rivals might miss,’’ Bird says.
Equity Now Lecture Series Asks: ‘Is Sustainability Dead?’
UConn Today – Professor John Mandyck, the CEO of the Urban Green Council and the former Chief Sustainability Officer at United Technologies, will speak on the topic, “Is Sustainability Dead?’’ next month.
The presentation is part of the Equity Now speaker series and it will be livestreamed at 6 p.m. March 27. Students, faculty, staff, alumni and friends of the university are welcome to participate. Pre-registration is required.
With the United States again out of the Paris Climate Treaty and the Trump administration favoring fossil fuels, it’s easy to wonder if the sustainability movement is over. It’s definitely not, according to Mandyck.
Ask the experts – Robert Bird
WalletHub – Zero-based budgeting is a budgeting strategy that involves assigning each dollar of your income to a specific monthly expense, so your income minus your expenses always equals zero. The point of zero-based budgeting is to avoid overspending and to ensure that all the money you make serves a purpose.
UConn Marketing Professor Uncovers Circumstances Increasing Likelihood that Consumers Will Try New Brands
UConn Today – Scroll through the top 22 product categories on Amazon, and odds are some 60% of the brands for sale will be ones you’ve never heard of before.
That poses a challenge for marketers looking for their brands to be chosen among the many options, including familiar ones. UConn marketing professor Danielle Brick wondered how novel brands could make inroads in a very crowded marketplace.
‘Equity Now’ Speaker to Address Immigration Law, Policies Under Trump Administration
UConn Today – Professor Tania N. Valdez, a George Washington University Law School faculty member and an attorney who has represented immigrants for more than a decade, will speak about “Immigration Law and the New Presidential Administration’’ next month.