The Art of Marketing Science, Episode 3
If episode one asked whether scientists are human, and episode two showed what happens when innovation runs wild, then episode three of The Art of Marketing Science lands with a bang - literally.
This time, Julian Stubbs and Dr. Robert England turn their attention to the power of place. From Nobel’s dynamite to Uppsala’s genome legacy, they unpack how cities become science hubs, and what that means for marketers, policymakers, and anyone trying to build a better future.
Spoiler: it’s not just about the data. It’s about the story.
Alfred Nobel: Merchant of death or brand strategist?
Let’s start with the star of the show: Alfred Nobel. Inventor of dynamite. Global industrialist. And the man who rewrote his own legacy after reading his own premature obituary, titled "The Merchant of Death is Dead."
Not ideal PR. But Nobel did what most brands fail to do. He rebranded with intention. In his will, he left 94% of his fortune to fund what would become the Nobel Prizes. From science to literature to peace, his name shifted from destruction to distinction.
And today? The word "Nobel" means Einstein, not explosives.
As Julian puts it, "From a brand perspective, Alfred Nobel is a masterclass in legacy management."
From explosives to ecosystems
The episode then zooms out from Nobel himself to look at the cities that shaped him - and that continue to shape science today. Top five global life science hubs? According to Rob and Julian:
- Boston/Cambridge, Massachusetts - Where Harvard, MIT and Moderna collide in the most innovative square mile on earth.
- San Francisco Bay Area - The biotech/tech fusion zone. Genentech, AI, VCs, and the brains of Stanford, Berkeley and UCSF.
- Golden Triangle, UK - Oxford, Cambridge, London. Academic horsepower + NHS data = research goldmine.
- Basel, Switzerland - Small but mighty. Home to Roche and Novartis, precision infrastructure, and serious Swiss branding.
- Stockholm/Uppsala, Sweden - A quieter powerhouse, but with Nobel-winning pedigree and a modern biotech ecosystem to match.
Each of these hubs didn’t happen by accident. They grew from the soil of culture, academia, curiosity, and collaboration. As Rob notes, "Science gravitates. Intellectuals cluster. And once that gravity kicks in, the cycle sustains itself."
Stockholm & Uppsala: A Nordic Science Alliance
Julian and Rob go deep on their own home turf - Stockholm and Uppsala.
- Stockholm, with its world-class Karolinska Institute, innovative startups like Neko Health (co-founded by Spotify’s Daniel Ek), and a national ambition to lead in precision medicine.
- Uppsala, home to Sweden’s oldest university (1477), Carl Linnaeus, Celsius, Tiselius, Arrhenius, and more Nobel winners than you can count on both hands.
The stories here aren’t just scientific. They’re human. Linnaeus hinted at evolution a century before Darwin - but kept it quiet to avoid upsetting the Church. Tiselius accidentally discovered dextran, enabling the purification of insulin, Herceptin, and modern vaccines.
Science didn’t just happen here. It grew here.
The Secret Ingredient: Culture
Yes, science hubs need universities, infrastructure, and funding. But great food? Museums? A sense of curiosity baked into everyday life?
Julian calls culture the most underrated factor in place branding. "We’ve never eaten badly in a great science hub," he quips. The connection between vibrant culture and vibrant innovation is real.
And when marketing a place, you’re not selling a product. You’re inviting someone into a story - a lifestyle, a mindset, a community. That takes trust. It takes history. And above all, it takes authenticity.
So, What Makes a Great Science Hub?
According to the episode, it’s not just labs and logos. It’s:
- Academic institutions with credibility and courage.
- Accessible infrastructure and an international mindset.
- Legacy combined with innovation.
- Great restaurants (yes, really).
- And above all, engaged stakeholders.
Because place branding is an extreme sport, unlike companies, cities don’t have a single brand owner. Everyone - citizens, scientists, politicians, investors - has a stake. That’s what makes it hard. And what makes it matter.
The Nobel Lesson
Back to Alfred. He made his fortune with dynamite. But he changed his reputation with a vision. That vision lives on - not just in the prizes but in the places that produce today’s Nobels.
Whether it’s the peace laureates of Oslo, the biotech stars of Boston, or the accidental discoveries in Uppsala, one thing is clear:
Great science needs great places. And great places need great stories.
Coming Up Next:
In Episode 4, Rob and Julian dive into the minds - and myths - of Isaac Newton and Albert Einstein to explore how scientists (and science brands) carve out iconic positions in the public imagination. From apples to equations, this episode unpacks how powerful positioning can shape legacies - and why your brand should take notes.
As always, stay wise, stay curious, and above all, stay human.