Physics and marketing don't seem to have much in common, but Dan Cobley is passionate about both. He brings these unlikely bedfellows together using Newton's second law, Heisenberg's uncertainty principle, the scientific method and the second law of thermodynamics to explain the fundamental theories of branding.

Dan Cobley: What physics taught me about marketing

What physics taught me about marketing

Brands, like particles, need more force to change direction the bigger they are – a principle shaping brand repositioning.

Observing consumer behavior alters it, echoing Heisenberg’s uncertainty principle – highlighting the gap between stated and actual actions.

Entropy in marketing illustrates how brands become more chaotic over time, urging marketers to embrace and adapt to this dispersion.