Tuesday, June 5, 2007

God does not play dice.

You might know of Einstein's remark, "God does not play dice with the Universe." That was his way of saying he believed there was an underlying order to things. Translating Einstein's universe to our marketing cosmos, I believe this: agencies (and clients) should stop playing dice with their brands.

Every day I see this. Evidence of clients or agencies who do beautiful "brand" work only to cancel out at least a portion of that work through "direct" ads, fsis or a website not suitable to wrap a dead fish in.

The silo strikes again! Artificial differentiations between (or metrics for) "brand" work, or "direct" work or "consideration" work ruin all work.

It's all one brand.

I guess Einstein would call that the Unified Brand Theory.


Moda di Magno said...

Hmmmm, Einstein in advertising - that would show the marketing monkeys a thing or two. Would he make it all about strategy & analysis - or would he allow a little chaos theory? I may have to go out in the row boat and ponder that for hours.

Tore Claesson said...

The Unified Brand Theory.
Waht a great tool. cheers/t.

george tannenbaum said...

if you read isaacson's new book about einstein you'd know he was all about creative. you don't turn newtonian physics upside down unless you look at the world differently.