Failures and breakthroughs – exposed, reflected, considered

what physics can teach about marketing

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TED talk by Dan Cobley

Summary:

  1. a=F/m  (Anderson launched Accenture; Hoover is more than vacuum cleaner; why P&G keeps separate brands).
  2. Δx Δh ≥ 1/2 (McDonalds sells millions, while mothers talk about healthy life to their kids).
  3. You cannot prove a hypothesis through observation, you can only disprove it (scientific method) – BP spent millions building environment-friendly image and than one accident ruined it all; Toyota perceived as reliable and one big recall changed that image; Tiger Woods.
  4. Increasing entropy (2nd law of thermodynamics) – your brand is more and more  dispersed; you can’t fight it; embrace it.
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Written by Hayk

September 9, 2011 at 7:12 am

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