This document discusses using principles from physics to inform marketing strategies. It suggests that larger, more established brands require more force to change their positioning, similar to larger masses in physics requiring more force to change direction. It also draws parallels between the uncertainty principle in quantum mechanics and how observing consumer behavior can unintentionally change it. Finally, it provides recommendations for appealing to men in marketing, such as emphasizing logic over emotion, brevity in product navigation, making men feel in control, and marketing custom or masculinity-affirming products.

1. MANVERTISING

2. if we are talking about shifting gears
towards a new direction of communication
we must definitely take a look at some
non gender centric facts

3. moreover I invite you to leave
the marketing scene
and study a bit of physics

4. Why physics ?
‘cause it’s laws are universal
and
Dan Cobley made a great case
that I want to share with you.

5. Newton's Law:
the force equals mass times acceleration
F = m X a

6. acceleration equals force over mass
a = F / m

7. which means that for a larger particle
a larger mass
it requires more force to change its direction

8. It's the same with brands:
the more massive a brand, the more baggage it has,
the more force is needed to change its positioning.

9. If you are looking for a change
think about a portfolio of brands
or maybe new brands for new ventures.

10. Now, who remembers
Heisenberg's uncertainty principle?

11. In quantum mechanics,
the uncertainty principle,
is any of a variety of mathematical inequalities asserting
a fundamental limit to the precision with which certain
pairs of physical properties of a particle,
known as complementary variables, such as position x and momentum p,
can be known simultaneously.

12. By measuring it, the act of measurement changes it.
It's the same in marketing.
So with the act of observing consumers,
changes their behavior.

13. Luckily, with now better point-of-sale tracking,
more digital media consumption,
you can measure more what consumers actually do,
rather than what they say they do.

14. The null hypothesis
You cannot prove a hypothesis through observation,
you can only disprove it.

15. The null hypothesis
You cannot prove a hypothesis through observation,
you can only disprove it.

16. No matter how much you've invested in your brand,
one bad week can undermine decades of good work.

17. The second law of thermodynamics
At a very microscopic level,
it simply says that if you have a system that is isolated,
any natural process in that system
progresses in the direction of increasing disorder,
or entropy, of the system.

18. With the kind of digital content creation
and distribution tools that are available now to every consumer,
it's impossible to control where your message goes.

19. The message for marketing
is that your brand is more dispersed.
You can't fight it,
so embrace it and find a way to work with it.

20. EPIC SPLIT FAIL Feat. Van Damme - Volvo Truck Split Commercial
https://www.youtube.com/watch?v=4URm-dRVvzE

21. Now let’s get into the
gender centric mode

22. What makes men tick?

23. Emotion vs. Logic
You hear very often that emotional triggers work for women,
whereas men are touched by the logic of things.
But is that true?

24. 2015 Commercial - #RealStrength Ad - Dove Men+Care
https://www.youtube.com/watch?v=QoqWo3SJ73c

25. The emotional trigger works just fine for men too.
It’s the different language you got to use in order to switch it.
Care = Strength

26. Product Navigation
Basic rule here, girls love to shop and guys want to get in and out.
Women want to browse and look through products, whereas guys
love a small product line and a clear benefit.

27. DollarShaveClub.com - Our Blades Are Great
https://www.youtube.com/watch?v=ZUG9qYTJMsI

28. Egocentric
When a guy is lost it will take some time and some alternative
methods till he can stop and ask for directions.
Because man need to feel in control.

29. TENA Men – Control
https://www.youtube.com/watch?v=3NKvN7U5RXQ

30. Custom products
We like to own products that are further proof
that we are as manly as it can get.

31. Hero Clean Launch: Ultra Laundry Detergent
https://www.youtube.com/watch?v=hJmdaeioKfs

32. Thank y u!