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.
138 億年前, 大爆炸創造出今日所知的宇宙, 宇宙萬物,包含人類 及所有一切也同時創造出來。
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.
五萬年前, 人類大腦經歷了重大的基因突變, 導致腦部產生生物性重組。 一些科學家稱之為 「腦部大爆炸」。 也有人稱之為「大躍進」, 我個人偏好後者,聽起來較詩意。 就在那時,人類開始進化成 類似我們現今的現代物種。 「大躍進」啟動了絕大部分 我們現在所知的能力: 抽象思考、規劃、 烹飪、競爭性勞動力、 語言、藝術、音樂, 以及自我裝飾。
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.
大躍進後,又出現了一次大爆炸, 人類在這階段製造出 大量的石器工具, 稍微進步複雜一點的兵器, 然後,三萬兩千多年前, 拉斯科洞窟的石壁上, 出現了人類最早的圖騰壁畫。 從這點來看, 人類從以拉斯科洞窟的石壁紀實, 演進到使用臉書的動態牆 紀錄生活點滴,其來有自。 處於今日這個「泛體驗」時代, 你甚至能線上預約一趟 「拉斯科洞窟之旅」, 在臉書的動態牆上 來一趟身歷其境的遊覽。
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."
大約一萬年前, 男男女女開始盛裝打扮。 開始裝飾自我。 但用意並非求偶,而是宗教信仰。 我們總希望自己看起來 更美、更純潔、更乾淨, 展現給我們心目中 擁有至高無上權力的神。 有史以來,幾乎所有的文明 都存在有某種形式的群體膜拜, 即我們所謂的「宗教」。
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.
六千年前,因為試圖將人們聯合起來, 老祖宗們開始設計抽象符號, 用來代表信仰及辨視盟友。 這些符號把想法 相近的人連結起來, 且每個符號都很獨特。 隸屬於聯盟帶給人們安全感, 而透過分享,大家對於 符號代表的意義產生出共識。 這些符號代表了某種歸屬, 它的重要性不僅只於認同它的人, 同時,對那些被排除的人亦是如此。 我認為這些符號是以 由下而上的方式創造出來的: 是人們為了集體所創, 大家共同擁有,免費分享, 用來對大家所認同的 至高力量表示敬意。 諷刺的是,所謂的至高力量 通常都與此無關。
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.
這些早期的聯盟, 常常用上同樣的特徵符號, 原因還挺令人費解, 畢竟人們分散在世界各地。 包括所制定出的儀式、 習慣和行為也很類似, 即使分散在地球各處。 制定了儀式後,再來就是符號標誌。 然後為了膜拜而興建廟堂。 同時訂定嚴格的規則, 作為彼此互動的準則: 從食物、髮型、 生與死、 到婚姻、傳宗接代等等。 有些符號詭異地通用性之高。 神的手一而再、再而三地出現。 在美索不達米亞, 它以悍煞之手的形式出現。 在伊斯蘭地區它以 法蒂瑪之手的形象出現。 到了猶太教中, 它則是米利暗之手。
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.
每當有人在信仰和行為方面 無法取得共識時, 一方覺得另一方所信的、 所做的是不正確的, 因此就吵起來, 早期許多的戰爭就是宗教戰爭。 戰場上的旗幟, 用來象徵我們各自隸屬的那方, 那是唯一分辨敵我的方式, 因為外表看起來都差不多。 如今,大量生產的制服上 也掛有我們各自的旗幟。
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.
接著,產品掛上標誌 用來識別製造商, 1876 年一月一日 商標註冊法問世, 商品品牌開始具有法律效力。 第一個註冊商標品牌是巴斯啤酒, 我不禁要聯想這是否 透漏了人性的意涵, 第一個商標品牌 竟然是酒精性飲料。
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.
這是我心目中第一個 品牌產品置入廣告的案例。 我背後的畫裡擺著的就是巴斯啤酒, 瓶上的商標很精確地呈現出來, 這是愛德華•馬奈在 1882 年創作的名畫。
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.
現在差不多全世界的人 都認識耐吉的勾勾, 這個商標於 1971 年啟用。 卡羅琳•戴維森是個平面設計學生, 她畫這個商標的酬勞 僅僅 35 美金。 乍看到這個勾勾時, 耐吉的執行長菲爾•奈特說: 「我不喜歡, 不過,或許會越看越順眼。」 也許會越看越順眼。 後來這個勾勾怎麼如此受歡迎? 為什麼這個勾勾這麼紅? 是商標本身嗎? 還是行銷的緣故? 我們又該如何解釋 耐吉的勾勾看起來有點像 Newport 的商標倒過來放, 還是 Capital One 商標的一部分? 這並不是唯一一個 具有高同質性的商標符號。
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.
下一個標誌也是如此 擁有多重身分, 儘管各自代表的意義截然不同。 身為猶太人, 我相信這個標誌, 這個納粹黨的萬字符號「卍」, 是有史以來最邪惡可憎的標誌。 但它其實有個出人意料的發展歷程。 「卍」這個字原本來自 古梵文的字「svastika」, 它的意思是「好運」、 「運氣」,和「健康」。 二十世紀初,在被希特勒使用之前, 可口可樂把它用在 一個祝君好運的開瓶器上。 後來,美國餅干公司大動作地 將這個標誌註冊了商標, 並將之印在餅干盒上。 1921 年,美國紙牌公司 為其幸運紙牌註冊了這個標誌。 1910 年,美國童子軍 也把它用在鞋子上。 除此之外,它還被用在 雪茄、商品印花、路標, 甚至撲克籌碼上。 就連數千年前的耆那教徒 也將它與神的手搭配使用。 這些標誌其實都一模一樣, 但被納粹拿去使用後, 產生的影響力就非常非常不同了。
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.
神的手、 耐吉的勾勾, 以及「卍」: 展現出數千年來, 人類如何將視覺語言賦予意義。 這種行為幾乎是 人類有史以來就有了。
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.
現今在美國, 有超過十一萬六千家購物商城, 看起來都非常相似。 也有四萬多間超級市場, 每間都有四萬多件商品。 光是瓶裝水, 你就有至少八十種選擇。 自 1912 年推出後, 奧利奧餅干有百種以上的 口味和變化可供選擇。
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.
等等,這到底是好事 還是壞事呢? 在自由市場中, 選擇過剩有其必要性嗎? 我相信有好有壞, 就像人也有好與壞之分, 而創造、使用、購買 這些品牌的正是人類。 然而,依我所見, 探討「這種行為是好是壞」 其實沒那麼重要, 無法幫助我們了解 產生行為背後的原因。
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.
重點是: 所有的大眾行銷產品 在我看來都是由上而下的品牌。 雖然依舊是由人創造出來的, 卻是由企業擁有、操作、製造, 透過廣告、設計、行銷、配送, 由上往下推送, 賣給消費者來賺錢。 這些企業必須自負盈虧, 達到預期的投資報酬率, 例如知名品牌: P&G (寳鹼)、 AT&T (美國電信)、J&J (嬌生)。 大致上,過去數百年來 一直都是如此: 一個由企業掌控, 由上而下的模型。
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.
直到 2011 年。 那年,我們開始發現, 一個真正的、重要的、 同時影響深遠的改變。 「阿拉伯之春」和「佔領華爾街」 證明了網際網路無遠弗屆的傳送能力, 將具有同樣想法、強大信念、 積極促成改變的人連結起來。 透過社群媒體,我們見證了文化變革, #MeToo 和 #BlackLivesMatter 這些大家熟知的標籤。
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.
自商標品牌規範以來, 過去十年間所發生的轉變 已遠遠超過了過去一萬年, 現代歷史上第一次出現 最出名、最有影響力的品牌, 不是企業主導往下推出的品牌。 它們是百姓為了所有人 由下往上推的品牌, 唯一的目的就是改變世界, 讓世界變得更好。 最偉大的創新不是建立 一個提供各種不同形狀、 或不同口味的零食品牌。 最偉大的創新應該是 那些對我們的生活具有影響力, 同時能反映出一個理想世界的品牌。
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.
2016 年十一月, 克麗絲塔•蘇、傑娜•茲魏曼 及凱特•柯耶爾 為華盛頓特區女性大遊行 設計了一頂帽子。
(Applause)
(掌聲)
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.
前一天是總統就職的日子。 兩個月後,2017 年 一月二十一日, 全世界數百萬人都戴上 手工製的粉紅色貓帽, 支持世界各地的女性大遊行。 這款帽子的誕生不是為了營利。 就像數千年前宗教符號的誕生一樣, 這款帽子是由人民所創, 為了人民全體的福利, 旨在達成我心目中 品牌的最終目的: 讓有共同理念的人 相互溝通、團結起來。
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.
粉紅色的貓帽變成了 一項運動的記號。 在短短的兩個月內, 全世界的人都認得它。 它以前所未見的方式 將人們連結了起來。 它是一個品牌, 卻又不只是一個品牌。 今天,粉色貓帽證明了 品牌可以不只是營利工具, 它也能是人類精神的一種深刻體現。 品牌的環境始終反映出 人類文化的處境。 我們有責任 將品牌賦予我們的民主力量 發揮到極致, 我們有責任 創建一個新的文化, 來反映及兌現 一個我們理想中的世界。
Thank you.
謝謝。
(Applause)
(掌聲)