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IF SONS DID NOT EXTOL, many a worthy father would sink into oblivion and forever go unsung. As filial biographers, however, sons customarily meet with intimidating scorn and derision. There is a generally accepted notion that consanguineous biography is fraught more with fealty and filial frailty than with disinterested depiction. The best way to disprove this false assumption is to muster meritorious biographies written by scions and compare them with representative biographies of the ‘blame and blemish’ variety. Sympathetic assessment always stands up stronger than ostensible objectivity, for writers of the ‘warts and all’ kind of biography lose track of virtues and nearly always become engrossed in the imperfections of their victims.

Purpose – We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, “the underdog,” we empirically show how managers can strategically use brand biographies in brand positioning, in this case to mitigate the curse of success. As brands grow and become successful, they are often marked by the negative stigma associated with size and power, which elicits anticorporate sentiment from consumers. An underdog brand biography can be strategically wielded to prevent or offset anticorporate backlash stemming from consumers’ negative perceptions of firms’ size and/or market power.

Methodology/approach – Lab experiments.

Findings – We find an underdog effect: consumers like and prefer brands with underdog brand biographies because they identify with them. We show that an underdog brand biography can mitigate the curse of success by making large firms more attractive to consumers.

Practical implications – Firms can use brand biographies to weave compelling narratives about their brands that help protect them from negative consumer attitudes and actions.

Originality/value of the chapter – Extant branding theory has a dearth of theoretical constructs and frameworks that allow for the dynamism and evolution of brands over time. Through our observation and study of emerging marketplace branding practices, we have identified a new construct, the brand biography, to complement existing theoretical frameworks for understanding brand meaning.

Purpose: In this chapter, we develop a concept of social biographies which draws on social network and life course theories to examine how a diverse set of social relationships impacts health of sexual and gender minority (SGM) people over time.

Design/methodology/approach: We provide an overview of several decades of research on SGM people's social relationships, organizing this research within a social biographies framework.

Findings: We theorize about the importance of both the structure and content of SGM people's social networks for health, how these social relationships interact with each other, how these social biographies and their impacts shift across SGM cohorts and over the life course, and how they further are shaped by the intersection of a range of factors (e.g., race/ethnicity, social class).

Social biographies can remain constant or change over time, and relationships of all types and durations have the power to significantly improve or undermine health. This is in part because social ties both buffer and exacerbate the inimical effects of stress on health.

Originality/value: Traditional conceptualizations of relationships fail to reflect the diversity of relationships in SGM lives. Studying this diversity deepens our view of how social biographies influence health and how health inequities between SGM and cisgender and heterosexual (cishet) populations emerge. Studying social biographies of SGM people using theoretical and methodological tools from life course and social network perspectives reveals existing voids in the current literature, enabling researchers to better understand the shifting nature of social relationships in the twenty-first century.

Index by subjects, compiled by K.G.B. Bakewell covering the following journals: Facilities Volumes 8‐17; Journal of Property Investment & Finance Volumes 8‐17; Property Management Volumes 8‐17; Structural Survey Volumes 8‐17.

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐17; Journal of Property Investment & Finance Volumes 8‐17; Property Management Volumes 8‐17; Structural Survey Volumes 8‐17.

The purpose of this article is to advance biographical work in marketing, to summarize the status of biography in marketing, and to illustrate the process with an example of a developing study.

The article is based on a literature review of biography and a brief review of biography in marketing; the article illustrates biographical research and writing.

The discussion introduces approaches for undertaking marketing biography, especially the challenges of developing information, assessing its quality, as well as methods for telling the story.

Biography is a “flawed process”. It is difficult to fully elaborate the scope of biography in a journal length article let alone apply the principles. Some topics are shortened, others are hinted at, and others are omitted but the discussion points the way to undertaking biography.

This article introduces contemporary elements for the development of marketing biography illustrated with elements from the life of E.T. Grether.

Index by subjects, compiled by K.G.B. Bakewell covering the following journals: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐17; Journal of Property Investment & Finance Volumes 8‐17; Property Management Volumes 8‐17; Structural Survey Volumes 8‐17.