brand, community, culture, dark matter

Why is this blog called Dark Matter Matters?

Over the past couple of weeks, I’ve had a few people ask me why my blog is called Dark Matter Matters, and since I haven’t told that story in a while, I thought I’d share an excerpt from The Ad-Free Brand explaining it (and appending some more recent information). Here goes:

In late 2008, I was struggling mightily with the question of how you measure and quantify the value of brand-related activities. As someone whose father is an amateur astronomer, I’d long been intrigued by the concept of dark matter in the universe. If dark matter is new to you, Wikipedia describes it as “matter that neither emits nor scatters light or other electromagnetic radiation, and so cannot be directly detected via optical or radio astronomy.”

In other words, it is matter out there in the universe that is incredibly difficult to see, basically invisible, but that has a large gravitational effect. What’s particularly interesting about dark matter is that, apparently, there is a lot of it. Again according to Wikipedia:

“Dark matter accounts for 23% of the mass-energy density of the observable universe. In comparison, ordinary matter accounts for only 4.6% of the mass-energy density of the observable universe, with the remainder being attributable to dark energy. From these figures, dark matter constitutes 83% of the matter in the universe, whereas ordinary matter makes up only 17%.”

I find this fascinating.

And dark matter is still a theoretical concept. Again from the Wikipedia entry: “As important as dark matter is believed to be in the cosmos, direct evidence of its existence and a concrete understanding of its nature have remained elusive.”

But it was actually reading about all the problems with the Large Hadron Collider in 2008 (at the very same time I was having my own problems figuring out how to measure the value of brand-related work) that helped me make the connection between what I do for a living and this concept of dark matter.

The Large Hadron Collider is the world’s largest particle accelerator. It was built on the border of France and Switzerland and is about 17 miles wide. One of the things that particle physicists hope to prove with this enormous project is the existence of dark matter.

I’m no physicist, but as I understand it, the accelerator shoots protons at super-high speeds around the collider, and, if these scientists are lucky, the collisions eventually might produce a few particles that will exist for only a few milliseconds and then disappear again. And these particles might prove that dark matter isn’t just a theory.

Might being the key word. In fact, noted physicist Stephen Hawking bet $100 that they won’t find anything (a bet which he may soon win). The cost of building a collider to maybe prove the existence of dark matter? About $9 billion dollars. (And as of this post, written in September 2011, three years since its was first fired up, we are still looking for evidence.)

Another attempt to prove the existence of dark matter used the Hubble Space Telescope. This image below (which I also used for the header of the blog) was taken by Hubble and first shown by NASA in May, 2007.

In this picture, you are looking at many galaxies a really, really long way away. But you can also see fuzzy gray areas all over that look like clouds. When the astronomers first looked at this photo, they thought the fuzzy areas were a problem with the image. But after analyzing it for over a year, they realized that the fuzziness might actually be evidence of dark matter.

Their reasoning? The fuzziness is actually a gravitational distortion of the light rays from distant galaxies that are being bent by dark matter on their way to Earth. The effect you see is kind of like looking at the bottom of a pond that is being distorted by ripples on the surface.

So finally, scientists had discovered some real visual evidence of dark matter.

I believe the type of activities I talk about in the book and on this blog—those related to building brand, culture, and community—are the dark matter within organizations. Often brand, culture, and community are extremely difficult to measure well, and sometimes accurate measurement is simply impossible.

That’s not to say we don’t try anyway. I’ve seen and even tried many formulas, processes, and products that attempt to measure the value of brand, community, and culture-related efforts. Some of them can provide valuable information.

Others, not so much.

Yet here’s the kicker: brand, community, and culture are having a huge impact on your organization, whether you can effectively and cost-effectively measure that impact or not.

Just as dark matter is a strong gravitational force within the universe even though it is notoriously hard to see and measure, so are many of the things that will lead to the long-term success of ad-free brands.

So that’s how the blog got the name.

One last thing: I’ve been toying with the idea of changing the name at some point down the road, perhaps re-naming it The Ad-Free Brand and simplifying things. If you have any thoughts on that, or if you like the dark matter analogy and think I should keep it, I’d love your opinion. Feel free to comment below or send me an email at chris(at)

About Chris Grams

Chris Grams is Head of Marketing at Tidelift. He is also the author of The Ad-Free Brand: Secrets to Successful Brand Positioning in a Digital World.


5 thoughts on “Why is this blog called Dark Matter Matters?

  1. Hey Chris, been reading your blog off and on for the last two years and I think it’s a wealth of information and experience you’ve absorbed over your many years, so thank you very much.

    A couple of thoughts on the blog title, is it catchy? Yes. Is it simple to remember? Yes. But I admit that it does have sci-fi and techie connotations to it. No surprise given your origins. Does it represent where you want to go as a brand? Hmm, now that takes a bit more thought.

    When I do a mental inventory of what I’ve read on your blog I always think: culture, community, communications and relationships (Yeah, it doesn’t start with the letter C, bummer). So I do have a bit of a disconnect with the blog title and the material you present. And I always find the ideas you present to be rather enlightening and heartening from the business perspective. Not dark at all.

    So would I stick with “Dark Matter Matters”? You make the call!

    Posted by ronbonc | September 26, 2011, 9:32 am
  2. Chris:

    “Ad-Free Brand” is far more relevant and (I think) attractive to the people who need to read your content. It’s so much easier to grasp. It has instant meaning to marketers.

    Now, “Dark Matter Matters” is a great title for a particular post, and for your concept. It’s interesting and fun. But “Ad-Free Brand” resonates. I’d make the change and never look back.

    – Barrett

    Posted by @barrettrossie | September 26, 2011, 11:36 am
  3. Chris I have always been impressed with the thought provoking title of your blog. I vote keep it!

    Now, I understand Ad-Free Brand so I can see the pull there for sure, but if it were me I would leave the book title and the blog separate in anticipation of your next book (you better keep writing books!). That book may or may not follow the same theme exactly, and your blog should live on IMHO. That’s just my reaction though.

    Posted by Summer Maynard (@smaynard) | September 29, 2011, 8:55 pm


  1. Pingback: Quail Ridge Books and the dark matter of customer experience « Dark Matter Matters - September 29, 2011

  2. Pingback: New Kind » Quail Ridge Books and the dark matter of customer experience » New Kind - September 29, 2011

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The Ad-Free Brand: Secrets to Building Successful Brands in a Digital World

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