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Similarities and parallels between Physics and Marketing

The title of this seven minute TED Talk from Dan Cobley is “What physics taught me about marketing.”  Dan draws parallels between marketing and four major principals in physics.

1.  Rearranging Newton’s Second Law gives us acceleration equals force over mass. Meaning the larger a particle is, the more force it takes to change direction.  The same applies to brands.  The bigger it is, the harder it is to reposition it.

2.  Heisenberg’s Uncertainty Principle says it is impossible to measure the position and momentum of a particle because the very act of measuring it, changes it.  In marketing, the act of measuring consumers changes them.  Marketers should measure what consumers actually do, not just what they say they do.

3.  The scientific method says you can’t prove a hypothesis through observation, you can only disprove a hypothesis.  In marketing, tons of time and money can be used to build a brand, but one event can devastate it.  Use caution to avoid faux paus.

4.  The second law of thermodynamics addressing entropy says that disorder (with)in a system will always increase. With all the tools and distribution channels, especially those online, it is very hard to control your message and brand.  Marketers need to accept this and work with it.