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Underlying theories of branding explained by Mr. Dan Cobley. He is pursues both with a passion. Heisenberg's uncertainty principle, the scientific method and the second law of thermodynamics to explain the fundamental theories of branding. This video is courtesy T E D.
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The more massive a brand, the more baggage it has,the more force is needed to change its positioning. And that's one of the reasons why Arthur Andersen chose to launch Accenture rather than try to persuade the world that Andersen's could stand for something other than accountancy. It explains why Hoover found it very difficult to persuade the world that it was more than vacuum cleaners, and why companies like Unilever and P&G keep brands separate, like Ariel and Pringles and Dove rather than having one giant parent brand. So the physics is that the bigger the mass of an object the more force is needed to change its direction. The marketing is, the bigger a brand, the more difficult it is to reposition it. So think about a portfolio of brands or maybe new brands for new ventures.
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