WHAT PHYSICS TAUGHT ME ABOUT MARKETING TED Talk by Dan Cobley
ABOUT THE SPEAKER Dan Cobley is a marketing director at Google, where he connects customers and businesses, helping both navigate digital space to find what they need.
NEWTON’S SECOND LAW 1 The force equals mass times acceleration. The bigger a brand, the more difficult it is to reposition it.
That is why companies like Unilever and P&G keep brands separate, like Ariel and Pringles and Dove rather than having one giant parent brand.
HEISENBERG’S UNCERTAINTY PRINCIPLE 2 It is impossible to measure exactly the state and the momentum of a particle, because the act of measuring it changes it. The act of observing consumers changes their behavior.
A group of mothers who are talking about their children in a focus group, will always say that almost none of them buy lots of junk food. And yet, McDonald's sells hundreds of millions of burgers every year.
SCIENTIFIC METHOD 3 You cannot prove a hypothesis through observation, you can only disprove it. You can invest for a long time in a brand, but a single contrary observation of that positioning will destroy consumers' belief.
BP spent millions of pounds over many years building up its credentials as an environmentally friendly brand, but then the oil spill happened. One bad week can undermine decades of good work. So be really careful to try and avoid the screw-ups that can undermine your brand.
THE SECOND LAW OF THERMODYNAMICS 4 Entropy will always increase. Distribution of brand energy gets your brand closer to the people, more in with the people
20 years ago one message controlled by one marketing manager could pretty much define a brand. Now, with the digital comment creation and distribution tools that are available to every consumer, it's impossible to control where it goes. You can't fight it, so embrace it and find a way to work with it.