So if I was to ask you what the connection between a bottle of Tide detergent and sweat was, you'd probably think that's the easiest question that you're going to be asked in Edinburgh all week. But if I was to say that they're both examples of alternative or new forms of currency in a hyperconnected, data-driven global economy, you'd probably think I was a little bit bonkers. But trust me, I work in advertising.
Ako bih vas pitao koja je veza između boce Tajd deterdženta i znoja, verovatno biste pomislili da je to najlakše pitanje koje bi vam postavili ovde u Edinburgu. Ali ako bih vam rekao da su oba primeri alternativnih ili novih oblika valute u hiperpovezanoj, podacima vođenoj globalnoj ekonomiji, verovatno biste pomislili da sam pomalo lud. Ali verujte mi, radim u oglašavanju.
(Laughter)
(Smeh)
And I am going to tell you the answer, but obviously after this short break.
I reći ću vam odgovor, ali očigledno nakon ove kratke pauze.
So a more challenging question is one that I was asked, actually, by one of our writers a couple of weeks ago, and I didn't know the answer: What's the world's best performing currency? It's actually Bitcoin. Now, for those of you who may not be familiar, Bitcoin is a crypto-currency, a virtual currency, synthetic currency. It was founded in 2008 by this anonymous programmer using a pseudonym Satoshi Nakamoto. No one knows who or what he is. He's almost like the Banksy of the Internet.
Na malo složenije pitanje, koje mi je postavio jedan naš pisac pre par nedelja: "Koja je najefikasnija svetska valuta?", nisam znao odgovor. To je, u stvari, bitkoin. Za vas koji niste upoznati s tim, bitkoin je kriptovaluta, virtuelna valuta, sintetička valuta. Osnovao ga je 2008. godine anonimni programer pod pseudonimom Satoši Nakamoto. Niko ne zna ko ili šta je on. On je skoro kao internet Banksi.
And I'm probably not going to do it proper service here, but my interpretation of how it works is that Bitcoins are released through this process of mining. So there's a network of computers that are challenged to solve a very complex mathematical problem and the person that manages to solve it first gets the Bitcoins. And the Bitcoins are released, they're put into a public ledger called the Blockchain, and then they float, so they become a currency, and completely decentralized, that's the sort of scary thing about this, which is why it's so popular. So it's not run by the authorities or the state. It's actually managed by the network. And the reason that it's proved very successful is it's private, it's anonymous, it's fast, and it's cheap. And you do get to the point where there's some wild fluctuations with Bitcoin. So in one level it went from something like 13 dollars to 266, literally in the space of four months, and then crashed and lost half of its value in six hours. And it's currently around that kind of 110 dollar mark in value.
I verovatno to neću dobro predstaviti ovde, ali moja predstava je da to funkcioniše tako što se bitkoin novčići izdaju kroz proces rudarenja. Postoji mreža računara koji treba da reše veoma kompleksan matematički problem i osoba koja ga prva reši dobije bitkoine. Novčići se izdaju, stave ih u javni zapis koji se zove Blok-lanac (Blockchain) i onda oni plutaju, pa postaju potpuno decentralizovana valuta, na taj način je to strašna stvar, a zbog toga je i tako popularan. Tako da njime ne upravljaju vlasti ili država. Njime u stvari upravlja mreža. Pokazao se veoma uspešnim jer je privatan, anoniman, brz i jeftin. I dođete do tačke kada nastaju divlje fluktuacije sa bitkoinom. Na jednom nivou je otišao od recimo 13 dolara do 266, doslovno za četiri meseca, a onda se srušio i izgubio pola svoje vrednosti za šest časova. I trenutno je oko oznake od 110 dolara vrednosti.
But what it does show is that it's sort of gaining ground, it's gaining respectability. You get services, like Reddit and Wordpress are actually accepting Bitcoin as a payment currency now. And that's showing you that people are actually placing trust in technology, and it's started to trump and disrupt and interrogate traditional institutions and how we think about currencies and money. And that's not surprising, if you think about the basket case that is the E.U. I think there was a Gallup survey out recently that said something like, in America, trust in banks is at an all-time low, it's something like 21 percent. And you can see here some photographs from London where Barclays sponsored the city bike scheme, and some activists have done some nice piece of guerrilla marketing here and doctored the slogans. "Sub-prime pedaling." "Barclays takes you for a ride." These are the more polite ones I could share with you today. But you get the gist, so people have really started to sort of lose faith in institutions.
Ali ono što pokazuje je da se nekako stabilizuje, dobija ugled. Imate servise, kao Redit i Vordpres koji sada prihvataju bitkoin kao platnu valutu. To vam pokazuje da ljudi u stvari dobijaju poverenje u tehnologiju što je počelo da iscrpljuje, remeti i dovodi u pitanje tradicionalne institucije i način na koji razmišljamo o valutama i novcu. To nije iznenađujuće, ako razmišljate propalom slučaju kao što je EU. Mislim da je nedavno izašlo Galupovo istraživanje koje je poručilo nešto kao da je, u Americi, poverenje u banke na najnižem nivou, nešto kao 21%. Ovde možete videti neke fotografije iz Londona gde je banka Barclays sponzorisala gradsku biciklističku šemu i neki aktivisti su uradili jedan lep komad gerila marketinga i prepravili slogane. "Drugorazredno okretanje pedala." "Barclays vas voza." Ovo su oni malo pristojniji koje sam danas mogao podeliti sa vama. Ali shvatate suštinu, ljudi su zaista počeli da nekako gube veru u institucije.
There's a P.R. company called Edelman, they do this very interesting survey every year precisely around trust and what people are thinking. And this is a global survey, so these numbers are global. And what's interesting is that you can see that hierarchy is having a bit of a wobble, and it's all about heterarchical now, so people trust people like themselves more than they trust corporations and governments. And if you look at these figures for the more developed markets like U.K., Germany, and so on, they're actually much lower. And I find that sort of scary. People are actually trusting businesspeople more than they're trusting governments and leaders.
Postoji PR kompanija koja se zove Edelman, oni prave jednu zanimljivu anketu svake godine, o poverenju i šta ljudi misle. To je globalno ispitivanje, pa su i brojevi globalni. I zanimljivo je da vidite da se hijerarhija pomalo klima i da se sad radi o heterarhičnom, pa ljudi više veruju sebi sličnim nego što veruju korporacijama i vladama. I ako pogledate brojeve za razvijenija tržišta kao što su UK, Nemačka itd., mnogo su niži. I to mi se čini zastrašujućim. Ljudi zapravo veruju poslovnim ljudima više nego što veruju vladama i vođama.
So what's starting to happen, if you think about money, if you sort of boil money down to an essence, it is literally just an expression of value, an agreed value. So what's happening now, in the digital age, is that we can quantify value in lots of different ways and do it more easily, and sometimes the way that we quantify those values, it makes it much easier to create new forms and valid forms of currency. In that context, you can see that networks like Bitcoin suddenly start to make a bit more sense.
I šta počinje da se dešava, ako mislite o novcu, ako ga nekako svedete na suštinu, on je doslovno izraz vrednosti, dogovorene vrednosti. A sada u digitalnom dobu, možemo kvantifikovati vrednost na mnogo različitih načina i to lakše, pa nas ponekad način na koji određujemo te vrednosti, dovede do mnogo lakšeg stvaranja novih i važećih oblika valute. U tom kontekstu mreže poput bitkoina odjednom počinju dobijati malo više smisla.
So if you think we're starting to question and disrupt and interrogate what money means, what our relationship with it is, what defines money, then the ultimate extension of that is, is there a reason for the government to be in charge of money anymore? So obviously I'm looking at this through a marketing prism, so from a brand perspective, brands literally stand or fall on their reputations. And if you think about it, reputation has now become a currency. You know, reputations are built on trust, consistency, transparency. So if you've actually decided that you trust a brand, you want a relationship, you want to engage with the brand, you're already kind of participating in lots of new forms of currency.
Ako mislite da dovodimo u pitanje, remetimo i ispitujemo šta novac znači, koja je naša veza s njim, šta ga definiše, onda je ultimativni produžetak toga da li postoji razlog što je vlada još uvek zadužena za novac? Naravno, ja to posmatram kroz marketinšku prizmu, iz perspektive brenda, brendovi doslovno ustraju ili gube reputaciju. I ako razmislite o tome, reputacija je sada postala valuta. Znate da su reputacije izgrađene na poverenju, ustrajnosti, transparentnosti. Pa ako ste odlučili da verujete nekom brendu, želite vezu, da sarađujete s brendom, već time na neki način učestvujete u mnogo novih oblika valute.
So you think about loyalty. Loyalty essentially is a micro-economy. You think about rewards schemes, air miles. The Economist said a few years ago that there are actually more unredeemed air miles in the world than there are dollar bills in circulation. You know, when you are standing in line in Starbucks, 30 percent of transactions in Starbucks on any one day are actually being made with Starbucks Star points. So that's a sort of Starbucks currency staying within its ecosystem.
Zato razmislite o odanosti. Odanost je u suštini mikroekonomija. Mislite o šemama nagrada, vazdušnim miljama. U Ekonomistu je pre nekoliko godina pisalo da zapravo postoji više neiskorišćenih vazdušnih milja u svetu nego što ima dolarskih novčanica u opticaju. Kada stojite u redu u Starbaksu, 30% dnevnih transakcija Starbaksa se u stvari ostvari pomoću tzv. Starbaks Star poena. To je neka vrsta valute Starbaksa koja ostaje u njihovom ekosistemu.
And what I find interesting is that Amazon has recently launched Amazon coins. So admittedly it's a currency at the moment that's purely for the Kindle. So you can buy apps and make purchases within those apps, but you think about Amazon, you look at the trust barometer that I showed you where people are starting to trust businesses, especially businesses that they believe in and trust more than governments. So suddenly, you start thinking, well Amazon potentially could push this. It could become a natural extension, that as well as buying stuff -- take it out of the Kindle -- you could buy books, music, real-life products, appliances and goods and so on. And suddenly you're getting Amazon, as a brand, is going head to head with the Federal Reserve in terms of how you want to spend your money, what money is, what constitutes money.
Zanimljivo mi je da je Amazon nedavno lansirao Amazon novčiće. Doduše, to je trenutno valuta koja je samo za Kindle. Tako da možete kupovati aplikacije i dokupljivati unutar tih aplikacija, ali razmislite o Amazonu, osvrnite se na barometar poverenja koji sam vam pokazao gde ljudi počinju da veruju preduzećima, posebno preduzećima u koja i kojima veruju, više nego vladama. I odjednom, počnete razmišljati, pa Amazon bi mogao ovo progurati. Prirodni nastavak toga bi moglo postati kupovanje i ostalih stvari - van granica Kindla - mogli biste kupovati knjige, muziku, stvarne proizvode, aparate, robu itd. I odjednom imate Amazon koji se, kao brend, takmiči sa Federalnom rezervom u pogledu toga kako želite da trošite svoj novac, šta je novac, šta ga sačinjava.
And I'll get you back to Tide, the detergent now, as I promised. This is a fantastic article I came across in New York Magazine, where it was saying that drug users across America are actually purchasing drugs with bottles of Tide detergent. So they're going into convenience stores, stealing Tide, and a $20 bottle of Tide is equal to 10 dollars of crack cocaine or weed. And what they're saying, so some criminologists have looked at this and they're saying, well, okay, Tide as a product sells at a premium. It's 50 percent above the category average. It's infused with a very complex cocktail of chemicals, so it smells very luxurious and very distinctive, and, being a Procter and Gamble brand, it's been supported by a lot of mass media advertising. So what they're saying is that drug users are consumers too, so they have this in their neural pathways. When they spot Tide, there's a shortcut. They say, that is trust. I trust that. That's quality. So it becomes this unit of currency, which the New York Magazine described as a very oddly loyal crime wave, brand-loyal crime wave, and criminals are actually calling Tide "liquid gold."
I sad ću vas vratiti na deterdžent Tajd, kao što sam obećao. Ovo je fantastičan članak na koji sam naišao u Njujork magazinu, gde je rečeno da korisnici droge širom Amerike u stvari kupuju drogu bocama Tajd deterdženta. Oni iz prodavnica kradu Tajd, a boca Tajda od 20 dolara jednaka je krek kokainu ili travi od 10 dolara. I šta oni kažu, dakle neki kriminolozi su pogledali ovo i kažu da se Tajd kao proizvod prodaje vrhunski. Za 50% više od proseka te kategorije. Sastoji se iz veoma složenog koktela hemikalija, tako da miriše veoma luksuzno i karakteristično i budući da je to Procter and Gamble brend, podupire ga veliki marketing u masovnim medijima. Oni govore da su korisnici droge takođe potrošači, tako ga oni imaju u svojim nervnim putevima. Kada primete Tajd, to im je prečica. Kažu da je to poverenje. Ja verujem u to. To je kvalitet. Tako da to postaje jedinica valute, koju je Njujork magazin opisao kao nastrano odan kriminalni talas, odan brendu kriminalni talas, a kriminalci zapravo nazivaju Tajd tečnim zlatom.
Now, what I thought was funny was the reaction from the P&G spokesperson. They said, obviously tried to dissociate themselves from drugs, but said, "It reminds me of one thing and that's the value of the brand has stayed consistent." (Laughter) Which backs up my point and shows he didn't even break a sweat when he said that.
Bila mi je smešna reakcija glasnogovornika P&G-ja. Rekli su, očigledno pokušavajući da se distanciraju od droge, ali je rečeno: "To me podseća na jednu stvar a to je da je vrednost brenda ostala konzistentna." (Smeh) Što podržava moju tvrdnju i pokazuje da se on nije ni oznojio kada je to rekao.
So that brings me back to the connection with sweat. In Mexico, Nike has run a campaign recently called, literally, Bid Your Sweat. So you think about, these Nike shoes have got sensors in them, or you're using a Nike FuelBand that basically tracks your movement, your energy, your calorie consumption. And what's happening here, this is where you've actually elected to join that Nike community. You've bought into it. They're not advertising loud messages at you, and that's where advertising has started to shift now is into things like services, tools and applications. So Nike is literally acting as a well-being partner, a health and fitness partner and service provider.
I to me dovodi do veze sa znojem. U Meksiku je Najki nedavno pokrenuo kampanju koja se doslovno zove "Ponudi svoj znoj" Razmislite o tome, ove Najki patike imaju senzore ili koristite Najki narukvicu koja u suštini prati vaše kretanje, energiju, potrošnju kalorija. Ovde se dešava to da ste zapravo izabrani da se pridružite toj Najki zajednici. Učlanili ste se. Ne reklamiraju se glasnim porukama i tako se sada reklamiranje počelo menjati u nešto kao što su servisi, alati i aplikacije. Najki se doslovno ponaša kao dobronameran partner, zdravstveni, fitnes partner i pružalac usluga.
So what happens with this is they're saying, "Right, you have a data dashboard. We know how far you've run, how far you've moved, what your calorie intake, all that sort of stuff. What you can do is, the more you run, the more points you get, and we have an auction where you can buy Nike stuff but only by proving that you've actually used the product to do stuff." And you can't come into this. This is purely for the community that are sweating using Nike products. You can't buy stuff with pesos. This is literally a closed environment, a closed auction space.
I dešava se da oni govore: "Dobro, imate komandnu tablu. Znamo koliko daleko ste trčali, kretali se, uneli kalorija i sl. Ono što možete učiniti je da, što više trčite, tim više poena dobijete, a mi imamo aukcije na kojima možete kupiti Najki stvari ali samo ako ste dokazali da ste proizvod aktivno koristili." I ne možete prodreti u ovo. Ovo je samo za zajednicu koja se znoji koristeći Najki proizvode. Ne možete kupiti stvari pesosima. Ovo je doslovno zatvorena sredina, zatvoren aukcijski prostor.
In Africa, you know, airtime has become literally a currency in its own right. People are used to, because mobile is king, they're very, very used to transferring money, making payments via mobile. And one of my favorite examples from a brand perspective going on is Vodafone, where, in Egypt, lots of people make purchases in markets and very small independent stores. Loose change, small change is a real problem, and what tends to happen is you buy a bunch of stuff, you're due, say, 10 cents, 20 cents in change. The shopkeepers tend to give you things like an onion or an aspirin, or a piece of gum, because they don't have small change. So when Vodafone came in and saw this problem, this consumer pain point, they created some small change which they call Fakka, which literally sits and is given by the shopkeepers to people, and it's credit that goes straight onto their mobile phone. So this currency becomes credit, which again, is really, really interesting.
U Africi je vreme emitovanja doslovno postalo valuta sama po sebi. Ljudi su navikli, jer su mobilni glavni, veoma su navikli da prebacuju novac, vrše uplate preko mobilnog. Jedan od mojih omiljenih primera iz perspektive brenda koji se odvija je Vodafone u Egiptu, gde mnogo ljudi kupuje na pijacama i u malim nezavisnim prodavnicama. Sitniš, mali kusur je pravi problem i dešava se da kupite brdo stvari, duguju vam, recimo, 10 centi, 20 centi kusura. Prodavci vam daju stvari kao što je luk, aspirin ili komad žvake, jer nemaju sitni kusur. I kada je Vodafone video ovaj problem, trn u oku potrošača, napravili su sitni kusur koji nazivaju Fakka, koji se doslovno uklapa i daju ga prodavci kupcima i taj kredit ide direktno na njihove mobilne telefone. Tako da ova valuta postaje kredit, što je opet veoma zanimljivo.
And we did a survey that backs up the fact that, you know, 45 percent of people in this very crucial demographic in the U.S. were saying that they're comfortable using an independent or branded currency. So that's getting really interesting here, a really interesting dynamic going on. And you think, corporations should start taking their assets and thinking of them in a different way and trading them. And you think, is it much of a leap? It seems farfetched, but when you think about it, in America in 1860, there were 1,600 corporations issuing banknotes. There were 8,000 kinds of notes in America. And the only thing that stopped that, the government controlled four percent of the supply, and the only thing that stopped it was the Civil War breaking out, and the government suddenly wanted to take control of the money. So government, money, war, nothing changes there, then.
Mi smo pravili istraživanje koje potkrepljuje činjenicu da, 45% ljudi demografski veoma važnih u SAD-u kaže da im ne smeta korišćenje nezavisne ili brendirane valute. To ovde postaje jako zanimljivo i veoma dinamično. I pomislite, korporacije bi mogle početi o svojim prednostima da razmišljaju na drugi način i da trguju njima. Mislite, da li je to veliki korak? Čini se prevelikim korakom, ali kada razmislite o tome, u Americi je, 1860. godine, bilo 1.600 korporacija koje su izdavale novčanice. Bilo je 8.000 vrsta novčanica u Americi. I jedino što je to zaustavilo, vlada je kontrolisala 4% snabdevanja, i jedino što je to zaustavilo bilo je izbijanje Građanskog rata i onda je vlada odjednom poželela da ima kontrolu nad novcem. Tako da što se tiče vlade, novca, rata, ništa se tu ne menja.
So what I'm going to ask is, basically, is history repeating itself? Is technology making paper money feel outmoded? Are we decoupling money from the government? You know, you think about, brands are starting to fill the gaps. Corporations are filling gaps that governments can't afford to fill. So I think, you know, will we be standing on stage buying a coffee -- organic, fair trade coffee -- next year using TED florins or TED shillings?
Uglavnom, postaviću pitanje: da li se istorija ponavlja? Da li tehnologija čini papirni novac staromodnim? Da li odvajamo novac od vlade? Razmislite o tome, brendovi počinju da popunjavaju praznine. Korporacije popunjavaju praznine koje vlade ne mogu priuštiti da popune. Zato se ja pitam da li ćemo stajati na bini kupujući kafu - organsku, kafu iz fer trgovine - sledeće godine koristeći TED florinu ili TED šilinge?
Thank you very much.
Hvala puno.
(Applause)
(Aplauz)
Thank you. (Applause)
Hvala vam. (Aplauz)