Thirteen point eight billion years ago, the universe as we know it began with a big bang, and everything that we know and are and are made of was created.
Prije 13,8 milijardi godina Velikim je praskom nastao svemir koji poznajemo, stvoreno je sve što znamo, što jesmo i od čega smo napravljeni.
Fifty thousand years ago, our brains underwent a major genetic mutation, which resulted in the biological reorganization of the brain. Some scientists call this "The Big Brain Bang." Others call it "The Great Leap Forward," which I prefer. It's so much more poetic. This is when Homo sapiens began to evolve into the modern species that we are today. The Great Leap Forward activated most of our modern abilities: abstract thought, planning, cooking, competitive labor, language, art, music and self-decoration.
Prije pedeset tisuća godina naš je mozak prošao kroz značajnu genetsku mutaciju, što je rezultiralo biološkom reorganizacijom mozga. Neki znanstvenici to nazivaju "velikim praskom mozga". Neki to zovu "velikim korakom naprijed", što mi je draže. Puno je poetičnije. Tada se Homo sapiens počeo razvijati u modernu, današnju vrstu. Veliki korak naprijed aktivirao je većinu sposobnosti koje imamo danas: apstraktno razmišljanje, planiranje, kuhanje, kompetitivni rad, jezik, umjetnost, glazbu i samoukrašavanje.
After the Great Leap Forward, there was an explosion of stone toolmaking, more sophisticated weaponry and, 32,000 years ago, the creation of our first sophisticated mark-making on the cave walls of Lascaux. It's not a coincidence that we've gone from documenting our reality on the cave walls of Lascaux to the walls of Facebook. And, in a very meta experience, you can now a book a trip to see the walls of Lascaux on the walls of Facebook.
Nakon tog velikog koraka naprijed došlo je do eksplozije izrade kamenih alata, sofisticiranijeg oružja i, prije trideset i dvije tisuće godina, stvaranja prvih sofisticiranih oznaka na zidovima špilje Lascaux. Nije slučajnost da smo s dokumentiranja stvarnosti na zidovima špilje Lascaux prešli na zidove Facebooka. Kao metaiskustvo, posjet špilji Lascaux sada možete rezervirati preko zidova Facebooka.
Approximately 10,000 years ago, men and women began to array themselves with makeup. They started to self-decorate. But this wasn't for seductive purposes; this was for religious convictions. We wanted to be more beautiful, purer, cleaner in the eyes of something or someone that we believed had more power than we did. There is no culture in recorded human history that has not practiced some form of organized worship, which we now call "religion."
Prije otprilike deset tisuća godina, muškarci i žene počeli su se krasiti šminkom. Počeli su se ukrašavati. No u cilju im nije bilo zavođenje; šminkali su se zbog vjerskih uvjerenja. Željeli smo biti ljepši, neviniji i čišći u očima nečega ili nekoga za koga smo smatrali da ima veću moć od nas. Ne postoji kultura u poznatoj povijesti čovječanstva koja nije prakticirala neki oblik organiziranog štovanja koji sad nazivamo religijom.
Six thousand years ago, in an effort to unite people, our ancestors began to design telegraphic symbols to represent beliefs and to identify affiliations. These symbols connected like-minded people, and they are all extraordinary. These affiliations allowed us to feel safer and more secure in groups, and the sharing created consensus around what the symbols represented. With these marks, you knew where you fit in, both for the people that were in the in crowd and those, as importantly, that were excluded. These symbols were created in what I consider to be a very bottom-up manner: they were made by people for people and then shared for free among people to honor the higher power that they ascribed to. What's ironic is that the higher power actually had nothing to do with this.
Prije šest tisuća godina, u pokušaju ujedinjenja, naši su preci počeli kreirati simbole koji će predstavljati uvjerenja i identificirati pripadnosti. Ti su simboli povezivali istomišljenike i svaki od njih je izuzetan. Takva vrsta okupljanja omogućila nam je da se osjećamo sigurnijima u grupama, kao i širenje sporazuma oblikovanog oko značenja simbola. Pomoću tih znakova znalo se gdje je čije mjesto: kako onih koji su čoporu pripadali, tako i onih koji su iz njega bili izdvojeni. Ti su simboli, po mojem mišljenju, stvarani po principu "odozdo prema gore": stvorili su ih ljudi za ljude i besplatno podijelili s ostalima kako bi mogli odati počast višoj sili kojoj su ih pripisivali. Ironično je da viša sila s tim zapravo nije imala ništa.
These early affiliations, they often shared identical characteristics, which is rather baffling given how scattered we were all over the planet. We constructed similar rituals, practices and behaviors no matter where we were anywhere on the globe. We constructed rituals to create symbolic logos. We built environments for worship. We developed strict rules on how to engage with each other with food, with hair, with birth, with death, with marriage and procreation. Some of the symbols have eerie commonalities. The hand of God shows up over and over and over again. It shows up as the hamsa hand in Mesopotamia. It shows us as the hand of Fatima in Islam. It shows up as the hand of Miriam in Judaism.
Te primarne grupacije često su imale zajedničke osobine, što je zanimljivo kad sagledamo činjenicu koliko smo raštrkani po cijelom planetu. Stvorili smo slične rituale, prakse i obrasce ponašanja, bez obzira gdje se na planetu nalazili. Izgradili smo rituale stvaranja simboličnih logotipa. Izgradili smo okolinu pogodnu za štovanje. Postavili smo stroga pravila o tome kako se odnositi prema drugima, prema hrani, kosi, rođenju, smrti, braku i reprodukciji. Neki simboli jezivo su slični. Božja ruka neprestano se i opetovano pojavljuje. U Mezopotamiji je prikazana kao Hamsa. U islamu je to Fatimina ruka. Judaizam je prikazuje kao Mirjaminu ruku.
Now, when we didn't agree on what our beliefs and behaviors were in regards to others, if we felt that somebody else's were incorrect, we began to fight, and many of our first wars were religious. Our flags were used on the battlefield to signify which side of the battlefield we belonged to, because that was the only way to be able to tell friend from foe. We all looked alike. And now our flags are on mass-manufactured uniforms that we are making.
Kad se ne bismo uspjeli složiti po pitanju kako se to naša vlastita uvjerenja i prakse odnose na druge, kad bismo smatrali da su oni drugi u krivu, izbijali su sukobi, a mnogi su prvi ratovi bili vjerskog karaktera. Naše su se zastave vijorile u bitkama kao znak strane bojišta kojoj pripadamo jer je to bio jedini način kako razlikovati nas od njih. Svi smo bili slični. Naše su zastave sada "naštancane" na uniformama koje si izrađujemo.
Logos on products to identify a maker came next, and brands were given legal recognition on January 1, 1876, with the advent of the Trademarks Registration Act. The first trademarked brand was Bass Ale, and I kind of wonder what that says about our humanity that first trademarked brand was an alcoholic beverage.
Nakon toga došli su logotipi kao identifikacija proizvođača, a brendovi su 1. siječnja 1876. zakonski priznati donošenjem zakona o zaštitnim znakovima. Prvi registrirani zaštitni znak bio je Bass Ale i baš sam razmišljala što o nama govori činjenica da je markom prvo zaštićeno jedno alkoholno piće.
Now, here is what I consider to be the first case of branded product placement. There are bottles of Bass Ale behind me with the logo accurately presented here in this very famous painting in 1882 by Édouard Manet.
Evo što smatram prvim slučajem oglašavanja brendiranog proizvoda. Iza mene su prikazane boce Bass Alea s točno prikazanim logom na ovoj vrlo poznatoj slici Édouarda Maneta iz 1882.
One of the most widely recognized logos in the world today is the Nike swoosh, which was introduced in 1971. Carolyn Davidson, a graphic design student, originally created the logo for 35 dollars. Upon seeing it, Nike CEO Phil Knight stated, "I don't love it but maybe it will grow on me." Maybe it will grow on me. But why is the swoosh so popular? Why is the swoosh so popular? Is it the mark? Or is the marketing? And what can we make of the fact that the Nike swoosh seems to be the Newport logo upside down or the Capital One logo on its side? That is not the only logo with a shared identity.
Jedan od najprepoznatljivijih logotipa danas u svijetu je Nikeova kvačica uvedena 1971. godine. Carolyn Davidson, studentica grafičkog dizajna, izvorni je logo izradila za 35 dolara. Kad ga je vidio, direktor Nikea Phil Knight je rekao: "Ne sviđa mi se, ali možda ću ga s vremenom zavoljeti. Možda ću ga zavoljeti." No, zašto je ta kvačica toliko popularna? Zašto je tako popularna? Zbog samog znaka? Ili zbog marketinga? I što s činjenicom da Nikeova kvačica izgleda kao Newportov logo naopako ili Capital Oneov okrenut bočno? Nije to jedini logo koji ima nekoliko identiteta.
This next logo is a logo that has a shared identity with wholly different meanings. As a Jewish person, I believe that this logo, this swastika, is the most heinous logo of all time. But it actually has a rather surprising trajectory. The word "swastika" originally comes from the ancient Sanskrit word "svastika," which actually means "good fortune," "luck" and "well-being." In the early 1900s, before it was appropriated by Hitler, it was used by Coca-Cola on a good luck bottle opener. The American Biscuit Company prominently registered the mark and put it on boxes of cookies. The US Playing Card Company registered the mark in 1921 for Fortune Playing Cards. The Boy Scouts used the mark on shoes in 1910, and the symbol was also featured on cigar labels, boxtops, road signs and even poker chips. Even the Jain made use of the logo along with a hand of God many millennia ago. These marks were identical, but with use as a Nazi symbol, the impact became very, very different.
Sljedeći logo dijeli identitet s potpuno različitim značenjima. Kao Židovka, ja vjerujem da je ovaj logo, ova svastika, najgnjusniji logo svih vremena, no on zapravo ima iznenađujuću priču. Riječ "svastika" podrijetlo ima u drevnoj sanskrtskoj riječi "svastika", što zapravo znači "dobra sreća", "sreća" i "blagostanje". Početkom 1900-tih, prije nego ju je prisvojio Hitler, Coca-Cola je svastiku koristila na "sretnom otvaraču" za boce. Tvrtka American Biscuit Company odmah je registrirala znak i stavila ga na kutije s keksima. Tvrtka US Playing Card Company, 1921. zaštitila je znak za karte Fortune Playing Cards. The Boy Scouts 1910. godine znak su stavili na cipele, a taj je simbol kasnije još dospio i na cigarete, poklopce, cestovne znakove, čak i žetone za poker. I džainizam ju je, uz Božju ruku, preuzeo prije mnogo tisućljeća. Ove su oznake bile potpuno jednake, no uz uporabu kao simbol nacizma, utjecaj znaka bitno se promijenio.
The hand of God, the Nike swoosh and the swastika: they all demonstrate how we've been manufacturing meaning with visual language over millennia. It's a behavior that's almost as old as we are.
Božja ruka, Nikeova kvačica i svastika: sve tri pokazuju kako smo tijekom tisućljeća stvarali značenja za vizualne simbole. To je ponašanje staro skoro koliko i mi sami.
Today, in the United States, there are over 116,000 malls, and they all look pretty much the same. There are more than 40,000 supermarkets, and they each have over 40,000 items. If you went shopping for bottled water, you'd have over 80 options to choose from. Since their launch in 1912, you could choose from over 100 flavors and variants of Oreo cookies.
Danas u Sjedinjenim Državama postoji preko 116 000 trgovačkih centara i svi više-manje izgledaju jednako. Postoji više od 40 000 supermarketa i u svakom je više od 40 000 proizvoda. Odete li kupiti vodu u boci, imat ćete preko 80 mogućnosti izbora. Od njihovog predstavljanja 1912. godine, mogli ste birati između više od 100 različitih okusa i oblika Oreo keksa.
Now, is this a good thing or is it a bad thing? Is a plethora of choice necessary in a free market? I believe it is both a good and bad thing, as humans are both good and bad, and we're the ones creating and using and buying these brands. However, I think that the question of whether this behavior is good or bad is actually secondary to understanding why -- why we behave this way in the first place.
E sad, je li to dobro ili možda loše? Je li toliko mnoštvo izbora potrebno na slobodnom tržištu? Mislim da je to zapravo i dobro i loše, baš kao što su i ljudi i dobri i loši, a mi ljudi smo ti koji stvaraju, koriste i kupuju te marke. Ipak, mislim da je pitanje je li ovo ponašanje dobro ili loše zapravo sporedno za razumijevanje razloga zašto -- zašto se uopće tako ponašamo.
Here's the thing: every one of our mass-marketed products are what I consider to be top-down brands. They're still created by people, but they are owned, operated, manufactured, advertised, designed, promoted and distributed by the corporation and pushed down and sold to the consumer for financial gain. These corporations have a responsibility to a P and L with an expectation of an ROI and have names like P and G and AT and T and J and J. And that's pretty much the way it's been for the last couple of hundred years: a top-down model controlled by the corporation.
Radi se o sljedećem: svi masovno oglašavani proizvodi marke su nametane odozgo prema dolje. Da, stvaraju ih ljudi, ali njihovi stvarni vlasnici, upravitelji, proizvođači, oglašivači, dizajneri, promotori i distributeri - su korporacije koje ih guraju i prodaju potrošaču radi financijske dobiti. Korporacije odgovaraju za P i L (dobiti i gubitke) s očekivanim ROI-om (povratom ulaganja), a zovu se P&G ili AT&T i J&J. Tako je to uglavnom bilo posljednjih dvjesto godina: model po principu "odozgo prema dolje" koji kontrolira korporacija.
Until 2011. That's when we began to see evidence of real, significant, far-reaching change. The Arab Spring and Occupy Wall Street proved how the internet could amplify messages and connect like-minded people with powerful beliefs to inspire change. We witnessed a cultural shift via social media with hashtags like #MeToo and #BlackLivesMatter.
Sve do 2011. Tad smo počeli uviđati naznake prave, značajne, dalekosežne promjene. Arapsko proljeće i Occupy Wall Street dokazali su da internet može naglasiti poruke i povezati istomišljenike snažnih uvjerenja i tako potaknuti promjenu. Svjedočili smo kulturnom preokretu putem društvenih medija s hashtagovima kao #MeToo i #BlackLivesMatter.
In its wake, the discipline of branding has transformed more in the last 10 years than it has in the last 10,000, and for the first time in modern history, the most popular, influential brands are not brands being pushed down by the corporation. They are brands being pushed up by the people, for the people, for the sole purpose of changing the world and making it a better place. Our greatest innovations aren't brands providing a different form or a different flavor of our favorite snack. Our greatest innovations are the creation of brands that can make a difference in our lives and reflect the kind of world that we want to live in.
To je disciplinu brendiranja u posljednjih 10 godina više promijenilo, nego išta drugo u prethodnih 10 000 godina i po prvi put u modernoj povijesti najpopularniji i utjecajni brendovi nisu oni brendovi koje nam svisoka guraju korporacije, već brendovi koje s ljudskog nivoa grade ljudi za ljude, a jedini im je cilj promijeniti i poboljšati svijet. Naša najveća inovacija nisu brendovi u različitim oblicima ili različiti okusi naše najdraže grickalice. Naša najveća inovacija stvaranje je brendova koji čine razliku u našim životima i odražavaju sliku svijeta u kakvom želimo živjeti.
In November of 2016, Krista Suh, Jayna Zweiman and Kat Coyle created a hat to be worn at the Women's March in Washington, DC.
U studenom 2016. Krista Suh, Jayna Zweiman i Kat Coyle izradile su kapu za nošenje na Ženskom maršu u Washingtonu, DC.
(Applause)
(Pljesak)
This was the day after the presidential inauguration. Two months later, on January 21, 2017, millions of people all over the world wore handmade pink pussyhats in support of the Women's March all over the world. The hat was not created for any financial benefit. Like our religious symbols created thousands of years ago, the hat was created by the people, for the people to serve what I believe is the highest benefit of branding: to unite people in the communication of shared ideals.
To je bilo dan nakon predsjedničke inauguracije. Dva mjeseca kasnije, 21. siječnja 2017. milijuni širom svijeta nosili su ružičaste ručno izrađene kape u znak potpore Ženskom maršu u cijelom svijetu. Kapa nije bila izrađena za financijsku dobit. Kao i religijske simbole stare tisućama godina, kapu su izradili ljudi za ljude da bi služila onome što smatram najvećom dobrobiti brendiranja: ujedinjenju ljudi u komunikaciji zajedničkih ideala.
The pink pussyhat became a mark for a movement. In a very short time, two months, it became universally recognizable. It connected an audience in an unprecedented way. It is a brand, but it is more than that. Today, the pink pussyhat is proof positive that branding is not just a tool of capitalism. Branding is the profound manifestation of the human spirit. The condition of branding has always reflected the condition of our culture. It is our responsibility to continue to leverage the democratic power branding provides, and it is our responsibility to design a culture that reflects and honors the kind of world we want to live in.
Ružičasta kapa s ušima postala je znak pokreta. Vrlo brzo, u dva mjeseca, postala je univerzalno prepoznatljiva. Neviđeno je povezala publiku. Postala je brend, ali je i mnogo više od toga. Danas je ružičasta kapa s ušima dokaz da brendiranje nije samo kapitalistički alat. Brediranje je duboka manifestacija ljudskog duha. Stanje brendiranja oduvijek je odražavalo stanje kulture. Odgovorni smo nastaviti jačati demokratsku moć koju daje brendiranje, ali i dizajnirati kulturu koja oslikava i poštuje sliku svijeta u kakvom želimo živjeti.
Thank you.
Hvala vam.
(Applause)
(Pljesak)