Name: 6分鐘內解釋10000年的品牌建設|黛比-米爾曼 (10,000 years of branding explained in 6 minutes | Debbie Millman)
Uploaded: 2022-11-16T18:25:29.000Z
Duration: 6 min 2 s

- Design and branding are part of every single thing

- 設計和品牌是每件事情的一部分

動名詞

It's a way of signaling to others non-verbally

這是以非語言方式向他人發出信號的一種方式

who we are, what we believe in, what is important to us.

我們是誰，我們相信什麼，什麼對我們來說是重要的。

There was a time when a different form, a different flavor,

曾經有一段時間，不同的形式，不同的味道。

those things really did excite consumers, people.

這些東西確實使消費者感到興奮，人們。

They want to understand and know that the things

他們想了解並知道，在他們的生活中，有很多事情

that they're buying are coming from companies

And that's something that we have really never seen before.

而這是我們以前真的從未見過的東西。

And that has created a real democratization of design

這創造了一個真正的設計民主化。

Hi, I'm Debbie Millman and I am a brand designer.

你好，我是黛比-米爾曼，我是一名品牌設計師。

我是一名教育工作者，我也是一個名為 "中國教育 "的組織的主席。

here at the School of Visual Arts in New York city.

在紐約市視覺藝術學院的這裡。

My most recent book is called "Why Design Matters"

我最近的書叫 "為什麼設計很重要"

which is based on my long running podcast

這是以我長期運行的播客為基礎的

we started to construct symbols to communicate our beliefs.

我們開始構建符號來傳達我們的信仰。

And we began to do this all over the planet.

而我們開始在整個地球上做這件事。

I consider those early constructions very bottom up.

我認為那些早期的構造是非常自下而上的。

It's really only in the last 250 or so years

這真的只是在過去250年左右的時間裡

that the model of bottom up branding was tipped and turned

自下而上的品牌建設模式被傾斜並轉向

when the corporation began to appropriate that behavior

to create widespread recognition for branded products.

以創造對品牌產品的廣泛認可。

Whether it's a religion, political platform,

sugar free beverage, all of these constructions use branding

無糖飲料，所有這些結構都使用了品牌效應

But it's really only in the last 10 years

that we have begun to see that top down model

我們已經開始看到，自上而下的模式

And that is really the thing that excites me

幾乎比今天的任何事情都重要。

Branding is no longer just a tool of capitalism.

品牌建設不再僅僅是資本主義的一個工具。

Branding has become a profound manifestation

品牌建設已經成為一種深刻的表現形式

People aren't as interested in different anymore.

人們對不同的東西不再那麼感興趣了。

that is taking some risks with communicating

當耐克公司第一次提出這個想法時

that they were supporting Colin Kaepernick,

But that initial wave of displeasure was fleeting

但最初的不悅浪潮是轉瞬即逝的

and what we saw long term was a majority of people

而我們看到的長期情況是，大多數人

And then we also began designing our movements

然後我們也開始設計我們的運動

And one of the most powerful, and one of the most successful

而其中一個最強大的，也是最成功的

它有一個名字。它有一個標籤。

它有一個網站。它有一個標誌。

challenge, and provoke behavior of change.

We've also seen that happen with the pink Pussyhat.

我們也看到這種情況發生在粉紅色的Pussyhat身上。

我們已經看到這種情況發生在Me Too身上。

Certain embedded behavior is no longer being tolerated

We really do have the power to change the future

of this planet, just with the sheer decisions

這個星球上的人，只是用純粹的決定

我們正在對我們購買的東西進行分析

The markers of success or failure in branding

Anybody that is thinking about creating a brand,

任何正在考慮創建一個品牌的人。

Why do we need this thing, idea, belief, product? Why?

為什麼我們需要這個東西、想法、信念、產品？為什麼？

The second question has to be what is the benefit?

第二個問題必須是什麼是好處？

People are going to be giving you money for this product

or people are going to be giving you a piece of their soul

或者人們將把他們的靈魂的一部分交給你

then you have something that you can begin to build on,

那麼你就有了可以開始建立的東西。

to create something that has meaning both for the planet

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6分鐘內解釋10000年的品牌建設|黛比-米爾曼 (10,000 years of branding explained in 6 minutes | Debbie Millman)

majority

profound

term

passionate