The Second Law of Thermodynamics states that Entropy is one of the most powerful forces in the universe. It is the inherent urge for systems to move from the state of order to a state of disorder. Best example, you have to organize your working space on a daily routine. In his book, The Fifth Miracle, theoretical physicist Paul Davies writes "'higher' organisms have higher (not lower) algorithmic entropy..." According to Physics, "disorder is much more probable than order."
Standing at the crossroads of two disciplines, pledges to provide a fresh stance to any challenge. It inspires us to approach a road block in an enterprising way. Very soon we see a connection between the dots. The fusion of physics and marketing is one such glory of the INTERSECTION. Dan Cobley is one such person.
Dan Cobley, marketing director at Google, is a passionate physicist as well. He uses Newton's second law, Heisenberg's uncertainty principle, the scientific method and the second law of thermodynamics to explain the fundamental theories of branding.
Some 20 years ago, one message controlled by one marketing person did a good job of defining a brand. Today, the digital landscape provides brand to travel at velocities previously unknown to trade show marketers. As disturbing as this may be, this dispersion of brand energy gets your brand closer to people. This is a good thing. We simply have to learn to cope with this accelerated speed of brand entropy.
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Don’t bend; don’t water it down; don’t try to make it logical; don’t edit your own soul according to the fashion. Rather, follow your most intense obsessions mercilessly. Franz Kafka