Posts Tagged 'chaos'

Dan Cobley: What physics taught me about marketing

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“What physics taught me about marketing” – Dan Cobley

On the Law of Increasing Entropy

“With the kind of digital comment, creation and distribution tools available now to every consumer, its impossible to control where your brand goes.
“This distribution of brand energy gets your brand closer to people, more in with the people. It makes, this distribution of energy is a democratizing force, which is ultimately good for your brand. So the lesson from physics is that entropy will always increase; is the fundamental law.
“The lesson for marketing is, that your brand is more dispersed you can’t fight it embrace it and find a way to work with it.”

Dan Cobley, Marketing Director, Google UK – Biography

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Change, adaptability and alignment at the fore of business survival

Is change and unpredictability the new normal?

McKinsey Quarterly’s Allen Webb discusses what has and hasn’t changed this past year with Chief Strategy Officers Rik Geiersbach of Boeing, Peter Jueptner of Estée Lauder, Peter Pintar of Smith International, and Niki Manby of Visa.

Navigating New NormalClick the image to see the video.

So is there a new normal?
Seems like shorter planning cycles and structural adaptability are central to surviving what used to be a predictable market.

Here are some key take-aways from the discussion:

Niki Manby, CSO – Visa.

  • You want to be nimble.
  • The word we have to pair with that is alignment. You have to make sure your corporate processes and structure you have in place are in line with where you want to go strategically.

Peter Joeptner, CSO – Estee Lauder.

  • From a global perspective, the new normal in the North American is normal.
  • We stopped predicting growth rates. Its very difficult to predict how much the market can grow. It’s impossible to predict here in the downturn.
  • Adaptability is front and center [in running your company]. Now we are changing quarterly and adjusting quarterly.
  • Alignment in the company around the leadership of the company is critically important.

Amos White is a Social Media Marketing Evangelist and public speaker.
Follow Amos on Twitter @Mos42

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