One of my favorite websites to gain inspiration, knowledge, education, and enlightenment is non other than Ted.com. There are so many amazing speakers that place their life's or work's experiences in a perspective for people to go see or view online. As a fan of Ted.com if I find speaker that I resonate with weather it be work, career, or life I also want to share it with my readers who may find these guest speakers just as intriguing. With that said, I have chosen Dan Colbley, the Director of Marketing for Google in the UK Ted.com video as this weeks blog highlight guest speaker. Dan Colbley interestingly enough shares with us his love for physics and introduces us to a unique parallel perspective between physics and marketing. In this way bringing the idea of marketing to a more understandable platform for his listeners and online viewers as well as convincing his audience that physics is cool.
Brand building takes a lot of drive and work. Colbley mentions in his talk that "[...]...the physics is, the bigger the mass of an object the bigger the force is needed to change its direction. In similarity, the marketing point is that the bigger the brand the harder it is to reposition it...[...]" I found myself agreeing with this point because when you start a brand, no one knows about it yet your brand idea is full of boundless possibilities. But how our you to build that brand to such a massive point? Its almost similar to the idea that if you start too big you become overwhelmed and nothing gets done. Yet if you start small and slowly build on to the brand it will have a stronger foundation and inevitably have a longer "shelf life." Colbley later mentions that "[...]...the physics is: that you cannot prove a hypothesis but its easy to disprove it...any hypothesis is shaky. The marketing aspect is: that no matter how much you've invested in your brand, one bad week can undermine decades of good work. Be really careful to avoid the screw ups that undermine your brand. With this point in mind I found it a very useful tip in consider the different pros and cons that may come with the process of building my brand. In addition with marketing comes clear decision making. You would need to have a clear sense of what it is your doing so that you don't go shooting yourself in the foot later for a marketing decision you made that in all truth may not have necessarily been the best move for you and your brand. The feedback one receives from their marketing efforts on a given project or brand development endeavor, varies from day to day, week to week, month to month, year to year. There for you must be careful to make moves that are in the best interest of your brand and its growth and development.
In closing, Colbley states that "[...]...entropy will always increase. Its a fundamental law of physics. The message for marketing is that your brand is more dispersed and you can't fight it so embrace it and find a way to work with it."
More on Dan Colbley, Marketing Director for Google UK:
http://www.ted.com/speakers/dan_cobley.html
http://www.iabuk.net/video/dan-cobley-fast-and-happy-how-the-web-is-changing-the-world-for-consumers
https://plus.google.com/113390679691036376988/posts
Twitter: @dcobley
References:
Colbley, D. (Director) (2010). Dan cobley: What physics taught me about marketing [Web]. Retrieved from http://www.ted.com/talks/lang/en/dan_cobley_what_physics_taught_me_about_marketing.html
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