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.
Pre 13,8 milijardi godina, Velikim praskom stvoren je svemir u obliku kakvom ga poznajemo, i sve što znamo, i sve što jesmo, i sve od čega je napravljen je stvoreno.
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.
Pre pedeset hiljada godina, naši mozgovi su pretrpeli veliku genetsku izmenu, što je rezultiralo biološkom reorganizacijom mozga. Neki naučnici to nazivaju „Veliki prasak mozga”. Drugi ga zovu „Veliki skok unapred”, kako ja više volim. Mnogo je poetičnije. Tada je Homo sapiens počeo da se razvija u modernu vrstu kakva smo danas. Veliki skok unapred je aktivirao većinu naših sadašnjih sposobnosti: sposobnost apstraktnog razmišljanja, planiranja, kuvanja, udruženog delovanja, jezika, umetnosti, muzike i samoukrašavanja.
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 Velikog skoka unapred, pojavilo se more alata napravljenog od kamena, mnogo složenijeg oružja, i, pre 32 000 godina, stvaranje prvog prefinjenog crteža na zidovima pećine Lasko. Nije slučajnost što smo sa beleženja naše realnosti po zidovima pećine Lasko prešli na zidove Fejsbuka. Kao vrlo čudno iskustvo, danas možete rezervisati posetu zidovima Laska na zidu Fejsbuka.
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."
Pre oko 10 000 godina, muškarci i žene su počeli masovno da se šminkaju. Počeli su da se sređuju. Ovo nije bilo u svrhu zavođenja, nego zbog verskih predubeđenja. Želeli smo da budemo lepši, neviniji, čistiji u očima nečega ili nekoga za šta smo verovali da je imalo veću moć od nas. Ne postoji kultura u zabeleženoj ljudskoj istoriji koja nije upražnjavala neki oblik organizovanog obožavanja, koje danas nazivamo „religija”.
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.
Pre šest hiljada godina, sa ciljem da ujedine ljude, naši preci su počeli da stvaraju simbole kako bi predstavili uverenja i identifikovali pripadnost. Ovi simboli su povezivali istomišljenike, i svi su izuzetni. Ova pripadnost nam je dozvoljavala da se osećamo sigurnije u grupi i omogućavala zajednički stvoren dogovor oko toga šta simboli predstavljaju. Sa ovim znakovima, znali ste gde se uklapate, kako oni koji su bili u grupi, tako i oni koji su bili isključeni. Ovi simboli su, po mom mišljenju, stvoreni po principu sa dna pa naviše: stvorili su ih ljudi za ljude, a zatim deljeni besplatno među ljudima kako bi odali počast višoj sili koju poštuju. Ironija je u tome što viša sila nije imala nikakve veze sa tim.
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.
Ovi rani radovi su često imali zajedničke karakteristike, što je neshvatljivo, s obzirom na to da smo raštrkani po celoj planeti. Razvili smo slične rituale, praksu i ponašanje, bez obzira gde se nalazimo na planeti. Stvorili smo rituale za stvaranje simboličnih logoa. Stvorili smo okruženja za obožavanja. Razvili smo stroga pravila vezana za međuljudske odnose, hranu, kosu, rađanje, smrt, venčanje i razmnožavanje. Neki od ovih simbola imaju neverovatne sličnosti. Božija ruka se pojavljuje iznova i iznova. Ona se prikazuje kao ruka hamsa u Mesopotamiji. Prikazuje se kao Fatimina ruka u islamu. Prikazuje se kao Mirjamina ruka u judaizmu.
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.
Kada se ne bismo složili sa drugima po pitanju naših verovanja i pravila ponašanja, kada bismo smatrali da su nečija neispravna, mi bismo započinjali borbu, i mnogi od naših prvih ratova su bili verski ratovi. Zastave su bile korišćene na bojnom polju da bi označile kojoj strani pripadamo, jer to je bio jedini način da se razluči ko je prijatelj, a ko neprijatelj. Izgledali smo isto. I sada su naše zastave na uniformama koje masovno proizvodimo.
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.
Sledeći su bili logoi na proizvodima koji su označavali proizvođača, i brendovima je pravni značaj dat 1. januara 1876. godine, pojavom Akta o registraciji žiga. Prvi brend sa žigom bio je Bas ejl, pa se negde pitam šta to govori o ljudskoj vrsti kada je prvi brend sa žigom bio za 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 šta ja smatram prvim oglašavanjem brendiranog proizvoda. Iza mene se nalaze flaše Bas ejla, sa logoom koji je pravilno prikazan ovde, baš na ovoj čuvenoj slici Eduara Manea iz 1882. godine.
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 svetski najpoznatijih logoa današnjice je znak za Najki, koji je predstavljen 1971. godine. Karolin Dejvidson, student grafičkog dizajna, napravila je ovaj logo za 35 dolara. Kada ga je video, direktor kompanije Najki Fil Najt je prokomentarisao: „Nisam oduševljen, ali možda mi s vremenom priraste srcu.” Možda mi s vremenom priraste srcu. Zašto je ovaj znak toliko popularan? Zašto je „štrikla” tako popularna? Da li je zbog znaka? Ili je zbog marketinga? Šta možemo zaključiti na osnovu činjenice da Najkijev logo izgleda kao logo Njuporta naopačke, ili kao logo banke Capital One postavljen po strani? To nije jedini slučaj logoa koji ima više 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.
Sledeći logo je logo koji ima više identiteta sa potpuno drugačijim značenjem. Kao Jevrejka, verujem da je ovaj logo, svastika, najgnusniji logo svih vremena. Ali u stvari, on ima prilično iznenađujuću istoriju. Reč „svastika” potiče od drevne sanskritske reči „svastika”, koja znači „dobra sreća”, „sreća” i „blagostanje”. Početkom XX veka, pre pojave Hitlera, koristila ju je Koka-kola na srećnom otvaraču. Američka kompanija keksa je registrovala ovaj znak i postavila ga na kutije keksa. Američka kompanija karata za igru registrovala je ovaj žig 1921. godine za Srećne karte za igru. Izviđači su upotrebili isti žig za cipele 1910. godine, a simbol se takođe našao i na cigarama, poklopcima kutija, znakovima pored puta, pa čak i na žetonima za poker. Čak su i đainisti koristili ovaj logo zajedno sa božijom rukom milenijumima ranije. Ovi žigovi su bili jednaki, ali kada su nacisti počeli da ga koriste, uticaj je postao veoma različit.
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.
Božija ruka, „štrikla” kompanije Najki i svastika: svi pokazuju kako smo proizvodili značenje kroz jezik znakova kroz milenijume. Takav oblik ponašanja je skoro star koliko i mi.
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 tržnih centara, i svi oni izgledaju skoro isto. Postoji preko 40 000 samoposluga, i svaka od njih ima preko 40 000 artikala. Kada biste krenuli da kupite flaširanu vodu, imali biste izbor od preko 80 opcija. Od kad su počeli sa proizvodnjom 1912. godine, možete birati preko 100 ukusa i varijanti keksa Oreo.
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.
Da li je to dobra stvar ili je to loše? Da li je obilje izbora baš neophodno na slobodnom tržištu? Ja smatram da je to i dobro i loše, kao što su i ljudi i dobri i loši, a mi smo ti koji stvaraju, koriste i kupuju te brendove. Kako god, smatram da je pitanje da li je ovakvo ponašanje dobro ili loše manje važno od razumevanja zbog čega - zašto se u osnovi ovako 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.
Evo o čemu se radi: svaki pojedinačni proizvod naše masovne proizvodnje je ono što ja smatram brendovima „odozgo nadole“. Njih su stvorili ljudi, ali ih poseduju, rukovode njima, proizvode, reklamiraju, dizajniraju, promovišu i distribuiraju kompanije, izbacuju ih i prodaju kupcima radi finansijske dobiti. Ove kompanije imaju odgovornost prema profitu i gubitku, očekivanja zarade na investirano, i imaju nazive poput P&G, AT&T i J&J. I tako je uglavnom bilo u poslednjih par stotina godina: model od vrha ka dnu, kontrolisan od strane korporacije.
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. godine. Tada počinju da se vide dokazi stvarne, značajne, dalekosežne promene. Arapsko proleće i Okupirajte Vol strit su dokazali kako internet može naglasiti poruke i povezati istomišljenike snažnim uverenjima koja inspirišu promene. Svedočili smo kulturološkoj promeni putem društvenih mreža sa haštagovima kao što su #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.
U tom buđenju, brendiranje kao disciplina se promenilo više u poslednjih 10 godina nego u poslednjih 10 000, i prvi put u modernoj istoriji, najpopularniji i najuticajniji brendovi nisu oni koje su nametnule korporacije. To su brendovi koje su izgradili ljudi za druge ljude, samo da bi promenili svet i napravili ga boljim mestom za život. Naši najveći inovatori nisu brendovi koji pružaju drugačiji oblik ili drugačiji ukus naše omiljene grickalice. Naše najveće inovacije su stvaranje brendova koji mogu promeniti naše živote i koji oslikavaju vrstu sveta u kome želimo da živimo.
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 novembru 2016. godine, Krista Sa, Džejna Zvajman i Ket Kojl napravile su šešir koji će se nositi na Maršu za žene u Vašingtonu.
(Applause)
(Aplauz)
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 inauguracije predsednika. Dva meseca kasnije, na dan 21. januara 2017. godine, milioni ljudi širom sveta nosili su ručno izrađene ružičaste šešire u znak podrške Maršu žena širom sveta. Šešir nije osmišljen radi sticanja dobiti. Kao i naši religijski simboli, stvoreni hiljadama godina ranije, taj šešir su stvorili ljudi za druge ljude, da bi ostvario ono što ja smatram najvećom dobiti brendiranja: ujedinjenje ljudi radi razgovora o zajedničkim idealima.
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.
Ružičasti šešir je postao obeležje pokreta. Za kratko vreme, dva meseca, postao je prepoznatljiv širom sveta. Povezao je publiku na neočekivan način. To je brend, ali i mnogo više od toga. Danas je ružičasti šešir potvrdio da brendiranje nije samo oruđe kapitalizma. Brendiranje je duboko ispoljavanje ljudskog duha. Uslovi brendiranja su uvek oslikavali uslove naše kulture. Naša je obaveza da nastavimo da podstičemo demokratsku moć koju brendiranje pruža, i naša je obaveza da kreiramo kulturu koja oslikava i poštuje svet u kakvom bismo želeli da živimo.
Thank you.
Hvala vam.
(Applause)
(Aplauz)