In this TED presentation, Dan Cobley, a marketing director at Google, explained to us the connection between physics and marketing. The physics formulas and theories he used in the presentation, translate smoothly to the marketing we see today.
Starting from Newton’s second law, the formula F = ma denotes that more force is required to move an object with larger mass.
The same analogy can be applied to branding. The bigger the brand, the harder it is to reposition it.
Moving on to something more technical, he uses Heisenberg’s uncertainty principle to explain why marketers should measure what consumers would actually do, rather than what they say they will do. Catch the video for the last two analogies he made, especially the last point, whereby he talks about how digital media has made a brand more dispersed.
Some people might questioned his intention of linking physics and marketing together. Or even challenged that these analogies can be crafted and applied to other field of studies as well. Yes, it could be. But the main thing that we gained here is a new perspective of marketing. Rather than seeing marketing as it is. We should form analogies and challenge if things that are done repeatedly are even right it the first place.
It’s an idea worth spreading.
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