U.S. Researchers are lucky – as the top-tier Universities are very strong Brands

This is a little off-topic – but over the last days, I came to realize how much easier it appears to be for top (psychology) researchers in the U.S. to “create buzz” around their research and/or book publications compared to their German colleagues.

Over the last weeks, a couple of researchers in the field of Positive Psychology and adjacent whom I am loosely acquainted with (e.g., Adam Grant, Scott Barry Kaufman, and Emma Seppälä) or whom I would like to be loosely acquainted with (e.g., Amy Cuddy – we´re following each other on Twitter; I guess that doesn´t count…) have published new books (Congratulations to all of you!):

Because a) these are all fabulous books; b) they all probably have more than decent PR agents; and c) I follow a heck of a lot of Positive Psychology people on Twitter, Facebook, and LinkedIn my timelines are bursting with posts about their books (reviews, excerpts, and interviews). Now here´s the interesting thing – look at these headlines:

This is a random sample. Even though – from my perspective – Adam Grant has become a sort of personal brand, and Amy Cuddy is well on her way to becoming one (there´s not too many social psychologists who get air time on the Late Show with Stephen Colbert), very often the research is marketed via the university they are affiliated with.

So, it´s clear that these institutions over time have managed to become strong brands. Their names validate and even amplify the messages publicized by their faculties. That’s a really cool thing!

Now, if you are from the U.S. you might say: Duh, tell me something new. But seen from a German perspective, this is really remarkable – because (currently) this would never work over here. You just won’t see a headline along the lines of “A Humboldt University of Berlin Researcher says X” – because the names of the universities do not really add any credibility to the message (at least not in the realm of psychology; with, e.g., engineering, it might be a slightly different story).

As a side note: I have not seen that many headlines featuring my MAPP alma mater, UPenn (with Wharton Business School being the exception). Maybe, it’s time for some more brand-building here?

Stanford_Psych

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