TED talk by Dan Cobley
- a=F/m (Anderson launched Accenture; Hoover is more than vacuum cleaner; why P&G keeps separate brands).
- Δx Δh ≥ 1/2 (McDonalds sells millions, while mothers talk about healthy life to their kids).
- You cannot prove a hypothesis through observation, you can only disprove it (scientific method) – BP spent millions building environment-friendly image and than one accident ruined it all; Toyota perceived as reliable and one big recall changed that image; Tiger Woods.
- Increasing entropy (2nd law of thermodynamics) – your brand is more and more dispersed; you can’t fight it; embrace it.