The Brand Aperture Blog exists to explore the connection between real-time research and 21st century brand expressions.
Think about it in the simple terms of… Heisenberg’s Uncertainty Principle. It’s not as complicated as you may think, and the relevance of the theory to marketing in today’s digital marketplace is fairly clear. In a nutshell, the Principle states that certain physical properties like position and momentum cannot both be known to arbitrary precision. In fact, the more precisely you know one property, the less precisely you know the other.
This relation has profound implications for the determination of the future behavior at the atomic level. At a more intuitive level, this relation describes the current challenge of triangulating market research and marketing on the increasingly transient nature of today’s consumer: the more time you take to figure out exactly what potential customers (and even more important, your evangelists) want or think, the narrower your fractional window of time to put that knowledge to work in the marketplace. The market will have moved on to something else. Conversely, merely giving lip service to consumer insights or ignoring them entirely creates a perilously wide band of uncertainty for marketing initiatives.
It is now imperative that marketing research and marketing act as symbiotic apertures, optimizing the sharpness of the target image and ensuring the most relevant, effective creative executions. So it’s time to think differently about research… about the creation of marketing content… and more to the point, the iterative loop of the two in this world of ever-shortening “now.”