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.