Core Thesis
Marketing is not about campaigns, slogans, or channels. It is a form of applied cognitive science. Its purpose is to architect a behavioral system where a brand's message achieves a stable, resonant frequency within a target audience's cognitive framework. The goal is not to be seen, but to be integrated.
FCT Principles in Marketing
| Principle | Description in Marketing |
|---|---|
| The Law of Frequency | A brand or message gains meaning only through repetition. Consistent exposure creates familiarity, which creates recognition, which ultimately creates the 'meaning' of a brand in a consumer's mind. |
| Resonance as Market Fit | A message can be broadcast at high frequency, but if it does not resonate with the audience's existing cognitive schemas and survival needs, it is rejected as noise. Successful marketing is the act of achieving resonance. |
| Schema Intelligence Network (SIN) | This is the model for ethical market intelligence. By observing behavioral truths (frequency, return-rate, drift) without analyzing private content, we can identify 'unvalued' spaces and quiet needs. |
The Concept of Cognitive Arbitrage
The market is a sea of signals. Most organizations compete for high-frequency signals (crowded, obvious trends). Cognitive Arbitrage is the art of detecting and amplifying the low-frequency signals—the "unvalued" spaces and quiet needs that the market has dismissed as noise. By applying the SIN model, we can identify these gaps ethically and build systems that resonate with unmet needs.
Practical Application
Instead of asking "What are our competitors doing?", ask "What frequency has the market failed to hear?".