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Alok Sinha

Ogilvy & Mather

Newtons Law of Spuriousness will influence the ability of a brand to become a cultural meme.

When Newton postulated his second law of motion he was unwittingly talking of brands in the era of authenticity. Force in his law equates to a brands presence in culture ; and this force in turn is a product of mass (the friction or the lack of authenticity displayed by a brand) and acceleration (a brands response time in riding or expressing a point of view on a cultural phenomenon).

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