Articles

Are Science and Marketing like Oil and Water?

In talks and lessons on April 12, 2012 by Jox Tagged: , , , , , , ,

Marketing is often perceived as a discipline completely isolated and remotely comparable with the Sciences. While I love marketing, Science has always been my passion. If it wasn’t for a rare opportunity of an Integrated Marketing Communications degree, I would have pursued my course in Biology.

I went to a high school with a specialized curriculum in Science and Math. I must say, those were the happiest times of my life. Most of the subject matter would deal with the concepts but we would have regular activities that would test practical applications.

Having stumbled upon a TED talk given by Google’s Marketing Director, Dan Colbey, I completely agree with his correlations of marketing with scientific concepts starting with forming and disproving hypotheses. Some may say it is much of a push and the conclusions might have been forced but Mr. Colbey has opened my mind about leveraging my stored knowledge in Science to become a better marketer.

Here are the key points of his talk.

1. Newton’s Second Law of Motion: Force = mass x acceleration

Deriving another formula from it is Acceleration = Force/ mass. The bigger the brand, the more force it requires to make it “move” i.e. gain market shares, increase penetration, etc. Big companies with big brands are also often the big spenders to maximize share of voice. He also pointed out the importance of being agile thus, companies like Unilever and P&G have several brands under their portfolio, each functioning independently to grow the company.

2. Heisenberg’s Uncertainty Principle

I find this inference on pointe. The explanation is that the measurement and characteristics of a particle cannot be determined because by measuring it, its very properties have already changed. The same principle applies in determining consumer behaviors that change as soon as the act of determining them is activated.

3. In the scientific method, disproving a hypothesis is more probable. A brand is hard to build but is easy to destroy with just one wrong move.

(C) Copyright Brands and Pitches 2012

Advertisements

2 Responses to “Are Science and Marketing like Oil and Water?”

  1. Wow, this is intriguing

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: