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[BU Today] Big Papi Visits BU: “I am so proud of this town”

Susan Fournier

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May 5, 2022

BU Today recently published highlights from a recent interview between Susan Fournier, Professor & Dean of Questrom School of Business, and Boston Red Sox legend David “Big Papi” Ortiz.

The conversation was hosted by Susan and took place in front of a packed Questrom auditorium. Susan asked Ortiz a variety of questions about his tenure with the Red Sox, subsequent business career, and his mindset at key points in his life. The two discussed Ortiz’s famous speech after the Boston Marathon bombings, in which Ortiz elaborated on his love for the U.S (especially New England) and the pain he went through during the attack.

Dean Fournier also broached the topic of branding and how Ortiz carries himself as an extension of his own personal brand. He maintained that branding is an individual choice, and that by choosing to be his authentic self, even in business situations, he is better able to connect with audiences. “You get to be a brand based on the things you do. At the same time, you have to have that personality in you,” said David Ortiz.

Susan Fournier is the Allen Questrom Professor of Management & Dean of the Questrom School of Business. Susan is a leading researcher and international voice in the field of branding and consumer behavior. She is credited with pioneering the brand relationships sub-field in marketing – a thriving subject that explores the connections consumers form with branded products, services, and organizations.