" What I learned about marketing in physics class " - Dan Cobley

Newton's Law: Force = Mass x Accelerations. "The more mass of the brand the more baggage it has, the more force is needed to change its positioning." The bigger the brand, the harder to reposition it. People contradict some of the things they say due to media consumption. Try to measure what consumers actually do not what they say they do. "You cannot prove the hypothesis through observation. You can only disprove it. You can believe in a brand but it can take one single thing to blow the consumer's belief. Try to avoid the screw ups that can undermine the brand. Entropy is a measure of disorder of a system that will always increase. Disbursement of brand energy, you need to embrace it.