Google’s UK, Ireland, and Benelux Marketing Director Dan Cobley lectures at TED about the intersection between physics and marketing. Didn’t know they had something in common? Think again.
Here are Dan’s principles:
a) Newton’s Law: The more massive a brand, the more baggage it has and the more force it takes to change its position. The bigger a brand, the more difficult it is to reposition it.
b) Heisenberg’s Uncertainty Principle: Observing consumers changes their behavior. For example, people aren’t honest in focus groups and surveys. However, with digital marketing, it’s much easier – we can measure what consumers actually do rather than what they say they do. This is why user testing is so important — we can measure actual behavior with digital marketing.Read More