Cobley's marketing physics diagram. |
“For a larger particle or larger mass it requires more force to change its direction. It’s the same with brands. The more massive a brand the more baggage it has the more force is needed to change its position.”
“The physics is the bigger the more massive an object the more force is needed to change its direction. The marketing is the bigger the brand the more difficult it is to reposition it.”
“The lesson from physics is that entropy will always increase, it’s a fundamental law. The message from marketing is that your brand is more dispersed, you can’t fight it, so embrace it and try to find a way to work with it.”
Dan Cobley at TED (2010) talking about his use of physics in marketing and advertising. |