Marketing for Scientists

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Category: Branding and Archetypes

  • Two Books to Help You Stand Out in the Scientific Job Market

    This book review was first published in Physics World. The press coverage of this year’s Grammy awards taught me a new term: “producer inflation”. The term refers to the way making hit records seems to require bigger collaborations now than it did in years past, when teams of one or two producers sufficed to create…

  • I Learned Marketing From My Toddler

    I became a father two years ago last month. In those two years I blogged a little less often and gave few workshops than I would have otherwise. But I kept learning valuable lessons about marketing and communicating science—from life with my toddler. Here are a few of the priceless lessons he has taught me.…

  • Caregiver or Hero—Which One Are You? The Archetypal Roles of Women in Science and Academia

    (Originally published in Nature.) The hero, the outlaw, the caregiver—which one of these roles do you play when you’re at work? The theory of archetypes, originated by Carl Jung, fascinates me as a way to understand works of fiction, marketing campaigns, and also the roles we play in the academic workplace. The theory explains how…

  • What Should We Wear? Advice from Scientists about Clothing and Fashion

    Studies show that how we dress generally affects what people think of our personalities and capabilities. For example, women are more likely to be hired if they wear more masculine clothes to an interview (such as a dress suit).  People who wear conservative clothes are seen as self-controlled and reliable, while those who wear more daring clothing…

  • Interview with Image Consultant Kasey Smith: Part 2

    How is a scientist supposed to dress? I posed this question in an interview with professional image consultant Kasey Smith. My last post contained the first half of our interview, where Kasey introduced herself and explained what image consultants are, and why scientists need them. Here, in the second half of the interview, are some of Kasey’s…

  • Interview with Image Consultant Kasey Smith: Part 1

    An image consultant for scientists?  I only recently got into the habit of tying my shoes and combing my hair in the morning.  But some scientists clearly do know how to look sharp—especially when they are giving talks, running meetings, and so on.  And from a marketing perspective, the way you look becomes part of…

  • The Top Six Science Marketing Hits of 2012

    (This article was originally published in Nature.) Scientists, I imagine you’re cuddled up with your loved ones, recounting your favorite moments of the year. To amplify your joy, let me share with you this list of my six top science marketing successes of 2012, compiled with help from the Marketing for Scientists Facebook group. It…

  • Flame Challenge Faces Challenge: Negative Stereotypes of Scientists

    (This article was originally published in Scientific American) Scientists are aloof and socially inept. That seems to be part of the message of the video that won the Flame Challenge, a science communication contest run by the Center for Communicating Science. The winning video, made by Ben Ames, was just announced on June 2 at…

  • Entertainers’ Sticking Up for Science: The Help We’ve Been Pleading For?

    This article was originally published in Scientific American. In magazine reporting (and maybe science blogging), they say three events suffice to indicate a trend. So let me announce a new trend: popular entertainers are sticking up for science. Here are three trendsetting entertainers turned notable science advocates. Actor Alan Alda wrote an editorial in Science last week launching…