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WHAT PHYSICS TAUGHT ME ABOUT MARKETING презентация
Содержание
- 1. WHAT PHYSICS TAUGHT ME ABOUT MARKETING
- 2. ABOUT THE SPEAKER Dan Cobley is
- 3. NEWTON’S SECOND LAW 1 The force equals
- 4. That is why companies like Unilever and
- 5. HEISENBERG’S UNCERTAINTY PRINCIPLE 2 It is impossible to
- 6. A group of mothers who are talking about
- 7. SCIENTIFIC METHOD 3 You cannot prove a
- 8. BP spent millions of pounds over many
- 9. THE SECOND LAW OF THERMODYNAMICS
- 10. 20 years ago one message controlled by
- 11. TED Talk: http://www.ted.com/talks/dan_cobley_what_physics_taught_me_about_marketing/
ABOUT THE SPEAKER Dan Cobley is a marketing director at Google, where he connects customers and businesses, helping both navigate digital space to find what they need.
Слайд 2
ABOUT THE SPEAKER
Dan Cobley is a marketing director at Google, where
he connects customers and businesses, helping both navigate digital space to find what they need.
Слайд 3NEWTON’S SECOND LAW
1
The force equals mass times acceleration.
The bigger a
brand, the more difficult it is to reposition it.
Слайд 4That is why companies like Unilever and P&G keep brands separate,
like Ariel and Pringles and Dove rather than having one giant parent brand.
Слайд 5HEISENBERG’S UNCERTAINTY PRINCIPLE
2
It is impossible to measure exactly the state and the
momentum of a particle, because the act of measuring it changes it.
The act of observing consumers changes their behavior.
Слайд 6A group of mothers who are talking about their children in a
focus group, will always say that almost none of them buy lots of junk food.
And yet, McDonald's sells hundreds of millions of burgers every year.
And yet, McDonald's sells hundreds of millions of burgers every year.
Слайд 7SCIENTIFIC METHOD
3
You cannot prove a hypothesis through observation, you can only disprove
it.
You can invest for a long time in a brand, but a single contrary observation of that positioning will destroy consumers' belief.
Слайд 8BP spent millions of pounds over many years building up its
credentials as an environmentally friendly brand, but then the oil spill happened. One bad week can undermine decades of good work.
So be really careful to try and avoid the screw-ups that can undermine your brand.
So be really careful to try and avoid the screw-ups that can undermine your brand.
Слайд 9THE SECOND LAW OF THERMODYNAMICS
4
Entropy will always increase.
Distribution of brand
energy gets your brand closer to the people, more in with the people
Слайд 1020 years ago one message controlled by one marketing manager could
pretty much define a brand. Now, with the digital comment creation and distribution tools that are available to every consumer, it's impossible to control where it goes.
You can't fight it, so embrace it and find a way to work with it.
You can't fight it, so embrace it and find a way to work with it.
