Marketing Inspired by Einstein?

Einstein inspired marketing and messaging? Who would have thought that Albert Einstein, recognized for his genius in physics, would inspire so many marketing messages? In December 2010 SYSPRO USA introduced its “Einstein” strategy, a clever association with the genius of the world’s most reknowned theoretical physicist. This Einstein strategy was the brain child of Judith Rothrock, president of JRocket Marketing. Judith has been helping companies boost awareness, bringing visibility and recognition to software solution providers for more than 20 years, including companies like Lawson Software, Hyperion, Ceridian, UNIT4, Deltek, SYSPRO and Meridian Systems, to name just a few.

So if imitation is the most sincere form of flattery, Judith should feel flattered right about now.  Last December Judith helped Syspro introduce the theory of ERP relativity, S=MC2  where M stands for material, and C2 is cost and cash management. S, of course, stands for SYSPRO. Since then I have seen Einstein referenced in marketing by two other companies.

The first time I noticed it was at the Sage Summit in July 2011. I was walking the show floor and saw a picture of Einstein on a pillar sign. I did sort of a double-take. Of course I knew Syspro wasn’t anywhere to be seen at a competitor’s user conference. But sure enough, there he was near the booth of one of Sage’s largest partners, Blytheco. If you Google Blytheco and Einstein together, it will lead you to their blog posts on “Leadership through the Eyes of Einstein.” You will see some very interesting quotes from the great man including a couple of my personal favorites:

“Insanity: doing the same thing over and over again and expecting different results.”

“Creativity is seeing what others see and thinking what no one has ever thought”

The second time I heard it was just yesterday. While I didn’t manage to get up in time to watch the opening keynote of SAP’s SAPPHIRENOW Madrid (it started at 3AM my time) I did manage to watch the replay. There he (Einstein) was again, right in Jim Snabe’s opening remarks, this time with yet another rendition of his famous equation. Mr. Snabe’s definition managed to include all four pillars of SAP’s innovation strategy:

e = mc(imc)2 where e = Enterprise, m = Mobile, c = Cloud, and imc = In Memory Computing

Of course I can’t say for sure that either Blytheco or SAP saw (and perhaps were inspired by?)  Judith’s and Syspro’s original Einstein strategy, but I can say I saw it there first.

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2 Responses to Marketing Inspired by Einstein?

  1. Gabriel Gheorghiu says:

    Nice post – i still have the wig and mustache i received from Syspro during Judith’s Grape Escape in May 🙂

    I think that the new trend now for business software marketing is about rebellion, which started with Unit4 Cloud Rebel and the corporate spring that Benioff mentioned several times during DreamForce.

  2. Apryl Hanson says:

    Thank you so much for the mention. I will tell you we hadn’t seen what Judith had done with Syspro, but we have noticed more and more Einstein popping up in advertisements. Our inspiration was actually a book of quotes I had on Einstein. It started as a blog series and ended up as our theme for Sage’s Summit conference. If you visit our FB page we actually had Einstein travel to all of our offices before ending up on the Summit floor. It is interesting sometimes how trends hit a tipping point and become more widely used.

    Thank you again for the mention.

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