Sir Isaac Newton makes his second appearance in this series with his Law of Gravitation. Perhaps one of the most widely known principles of science is gravity. So what is Newton’s Law of Gravitation about? Well, here goes…
Newton basically asserted, “Every object in the universe attracts every other object along a line of the centers of the objects, proportional to each object’s mass and inversely proportional to the square of the distances between the objects.”
So in my feeble mind it seems that Mass and Distance are the keys here. Now how to take these ideas and put them in the context of Marketing?
Because people are not always rational, I am not sure you can apply an equation to human behavior with much precision, but I definitely think that there are parallels to be drawn. Think about customers. Big brands get big attention. Taking example of coke. People know Coke. People buy Coke. Coke is massive. Coke has pull. As the mass of brand increases it force (pull) to attract customers also increases. As you gain more mass, it is actually more difficult to remain close to the consumer. The proximity or closeness to individual consumers tends to suffer as companies experience growth. The distance increases, and they exert less pull.
Wonder why your favorite brand “sold out?” Well because they were faced with this dilemma. How to stay close and simultaneously get big. How to maintain or increase pull? People inevitable pick Coke, because it carries a lot of weight. It has mass – and thus gravity. It pulls people back. To sustain that mass Coke invests in Mass media, mass distribution, and mass exposure.
Marketing in my mind is all about the customer. You can have gravity through mass or proximity. You might be able to get both, but often you have to choose. There is no “right choice” but recognize that with that choice comes the implications of gravity. Growth for growth sake – more mass – might not always be the answer.
So that is my take on Marketing and Newton’s Law of Gravitation. What do you think? How does Newton apply to the modern world of Marketing? Please enlighten the world with your thoughts.
Newton basically asserted, “Every object in the universe attracts every other object along a line of the centers of the objects, proportional to each object’s mass and inversely proportional to the square of the distances between the objects.”
So in my feeble mind it seems that Mass and Distance are the keys here. Now how to take these ideas and put them in the context of Marketing?
Because people are not always rational, I am not sure you can apply an equation to human behavior with much precision, but I definitely think that there are parallels to be drawn. Think about customers. Big brands get big attention. Taking example of coke. People know Coke. People buy Coke. Coke is massive. Coke has pull. As the mass of brand increases it force (pull) to attract customers also increases. As you gain more mass, it is actually more difficult to remain close to the consumer. The proximity or closeness to individual consumers tends to suffer as companies experience growth. The distance increases, and they exert less pull.
Wonder why your favorite brand “sold out?” Well because they were faced with this dilemma. How to stay close and simultaneously get big. How to maintain or increase pull? People inevitable pick Coke, because it carries a lot of weight. It has mass – and thus gravity. It pulls people back. To sustain that mass Coke invests in Mass media, mass distribution, and mass exposure.
Marketing in my mind is all about the customer. You can have gravity through mass or proximity. You might be able to get both, but often you have to choose. There is no “right choice” but recognize that with that choice comes the implications of gravity. Growth for growth sake – more mass – might not always be the answer.
So that is my take on Marketing and Newton’s Law of Gravitation. What do you think? How does Newton apply to the modern world of Marketing? Please enlighten the world with your thoughts.
1 comments:
it was interesting
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