1.how does cobley connect the ideas of brands and force? what is his point about brands?
2. do consumers act in the ways that they say they do? why or why not? what is the lesson for marketing in this?
3. why do brands need to be careful about not making mistakes?
4. do companies have control over their brands in today's world? why or why not?
5. the video shows how physics can improve marketing. think of a specific insight or idea from a field other than business and discuss how this idea or insight could you as an entrepreneur.

Problem 3: access control pokeygram, a cutting-edge new email start-up, is setting up building access for its employees. there are two types of employees: managers and engineers, and there are three departments: security, networking, and human resoures. each employee works in a single department, and each department is housed on a different floor. managers are allowed access to any floor, while engineers are allowed access only to their own floor. there are three badge-operated elevators, each going up to only one distinct floor. every employee has one badge. pokeygram wants to use the best possible access control method in order to minimize delay for the elevators (a) access control matrix, 1. which of the following would you recommend that pokeygram use: (b) access control lists, or (c) capabilities? make sure to justify your answer. 2. what, if any, would be the benefits (and/or disadvantages) of using rbac (role-based access control) in this situation? keep your solution for this problem limited to 10-12 lines of text.