Member-only story
physics x branding
Why all brands become average. Unless they don’t.
The Second Law of Thermodynamics states that the entropy (randomness) of the entire universe, as an isolated system, will always increase over time. This is rooted in the properties of heat: heat tends to move from a warmer area to a colder area — increasing entropy. Food coloring dropped into a glass of water will spread — increasing entropy. Imagine a clean room — the law of entropy says that it will eventually become messy. That is, unless someone expends the energy to keep it organized.
The same is true in brands. As they grow, they lose their edge. Unless someone, or some team rather, expends the energy to maintain the brand’s distinctiveness.
Starbucks was known for hospitality. Writing on the cup. Baristas who know you. But their massive scale demanded operational optimizations and an expanding menu. They began offering every drink under the sun and digital optimizations to ensure they could operate at scale. Personalization and hospitality went away. In came mobile orders and robotic machines. The experience, once sharp, became dull.
