The Physics Of Marketing 2.0

Hugh MacLeod is talking about “Objects of Sociability,” or what he calls, Ooze. He says “Ooze” is something that allows you to engage with another person. After saying this, Hugh dives into subatomic physics. Why? Because he can.

At the subatomic level, things are interchangably waves or particles, depending on what instruments you are using to observe them [somebody far more scientific than me, please correct me if I’m wrong]. It might look like a wave one day, a particle the next.
A traditional marketing “message” acts like a wave. In the future, I believe marketing messages will behave more like particles [that is, if they want to succeed]. A wave stays connected to its source, a particle does not. Once the particle leaves you, it is no longer yours. You no longer control it, anymore than a dandelion spore controls the wind.
Where old companies are gettting mixed up with new marketing is, they’re trying to treat particles like waves, and failing.

What this all means is anyone’s guess, but I think it means your brand doesn’t belong to you, it belongs to the market.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Hey!
    .. noted that physics stuff on your blog commments months ago. Or was it the wave of creativity on a different internet discussion? And I dont even know physics. The boys do.
    OOZe? engaging? isn’t that all too much like OUZo?

  2. …noted that physics stuff on your blog commments months ago.
    That’s right, ’cause we’re not just ad geeks…we’re physics geeks.

  3. physics by feel?
    physics by the book?
    ((anymore, the ad geek stuff is silly, as i see too many people second guessing all the natural frequency))