At first glance, quantum physics and business branding and marketing may not have a lot in common. But believe it or not, the two fields share more similarities than you might think. In fact, we use quantum physics as our strategy model—or what we term Subatomic Branding™. In physics, the subatomic level is where are the magic happens. And so, with brand strategy.
At Boltpoint Media, we are known for our firebrand approach and proven mad-science strategies when it comes to branding, marketing, and advertising. So, it isn't any wonder that we use Quantum Physics as our guide.
In a quantum world, particles are attracted or repelled by other particles not by their size or mass but by their energy fields. This means that businesses must identify and focus on their own energy field or what we like to call their "vibe." This Subatomic vibe is then used to attract or repel certain types of customers depending on what the business' goals are. Click here for more about The Brand Vibe.
Quantum Physics 101
To understand how subatomic branding™ works, it's important to first understand the basics of quantum physics. In quantum physics, particles (like electrons) don't have a definite location until they are observed. Instead, they exist in a state of potentiality called "superposition." Essentially, this means that a particle can be in multiple places at the same time—it's only when we observe it that it collapses into one specific location.
Now let's apply this concept to business strategy.
Just like particles in superposition, businesses also have an energy field or "vibe." This vibe is made up of the collective thoughts, feelings, and actions of everyone involved in the company—from the CEO all the way down to the janitor. Or what is more commonly known as culture. When prospective customers encounter this vibe (either online or in person), it will either attract them or repel them depending on whether or not it resonates with their own individual energy field.
Identifying your company's vibe is essential to developing an effective subatomic branding strategy. Once you know what your vibe is, you can use it to attract your ideal customer base and repel those who aren't a good match for your products or services.
Let's say you own a luxury clothing boutique. Your target customer is probably someone who is fashionable, wealthy, and has refined taste. Attracting these kinds of customers requires more than just having nice clothes—it requires having a luxurious feeling vibe that speaks to their lifestyle. On the other hand, if your clothing store has a more casual atmosphere with affordable prices, you'll want to focus on attracting customers who are looking for value over luxury.
By knowing your company's vibe and using it to attract (or repel) certain types of customers, you can control who you do business with—and that gives you a major advantage over your competition.
Our model for success-the fundamental principles of Subatomic Branding™
There are four fundamental principles that guide subatomic branding™: entanglement, superposition, tunneling, and interference. Let's take a closer look at each of these concepts and how they can be applied to marketing strategy.
In quantum mechanics, entanglement occurs when two particles become interconnected such that they can share information instantaneously, regardless of distance. In branding, entanglement refers to the idea of creating an emotional connection with your customers by engaging the three brains-the mind, the heart, and the gut of the consumer. The three brains must all align for true, meaningful conversions and brand loyalty.
Superposition is the ability of a particle to exist in multiple states at once. For example, an electron can exist as a wave and a particle at the same time. This allows it to be in two places at once, which is why superposition is often referred to as "the wave-particle duality". In branding, superposition is your brand being everything, everywhere all at once by utilizing:
The digital element
The live element
The practical element (printed materials, signage)
Tunneling occurs when a particle passes through an energy barrier that it would normally not be able to surmount. In branding, tunneling refers to the idea of breaking through the clutter to reach your target audience. This could involve using novel marketing channels or firebrand creative campaigns to get noticed by consumers.
One example of tunneling is how Target used it to reach out to new groups of consumers. In the past, most brands did not target teenage girls because they were considered too young to spend money on products. However, in the 1990s, Target decided to target this group by sponsoring a popular teen magazine called Sassy. By sponsoring this magazine, they were able to reach out to teens who had never heard of them before and convince them that Target was a cool place where they could get great deals on clothes and accessories. This allowed Target to successfully penetrate this market and become one of the top retailers for teenage girls today!
Interference occurs when two waves intersect and create a new waveform. In branding it means a company or product that gains an advantage by capitalizing on the overlap between two different markets.
The most obvious example of this is Coca-Cola, who has created so many products: Diet Coke with Lime, Sprite Remix, and more. Each of these products is an extension of Coke's brand, but they also stand alone as unique ways to experience that brand.
In this way, Coca-Cola has been able to extend their brand into multiple markets without diluting its core message or losing its identity in any one market.
If you want to create a winning brand strategy, it's time to start thinking like a physicist. By understanding and applying the principles of quantum mechanics—entanglement, superposition, tunneling, and interference—you can create a subatomic brand strategy that will help you attract and retain customers for years to come.
Are you ready to take your business strategy to the next level? If so, contact us today and ask about our subatomic branding™ services! We'll help you identify your company's unique energy field so you can start using it to attract more of your ideal customers than ever before.