that we do as humans.

我們作為人類所做的。

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。

(upbeat music)

(歡快的音樂)

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。

a different bottle shape,

一個不同的瓶子形狀。

those things really did excite consumers, people.

這些東西確實使消費者感到興奮，人們。

But people have so much more power

但人們有如此多的權力

than they've ever had before.

比他們以前有過的更多。

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

他們所購買的是來自公司的

they feel are worthy of contributing to.

他們認為是值得貢獻的。

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。

and branding.

和品牌建設。

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。

I am an educator and I am the chair of

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。

the masters and branding program

碩士和品牌計劃

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

Design Matters with Debbie Millman.

與黛比-米爾曼的設計事宜。

(calm music)

(平靜的音樂)

Design and branding are some of our

設計和品牌推廣是我們的一些

earliest behaviors as humans.

作為人類最早的行為。

As far back as 10,000 years ago

早在一萬年前

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。

We created these symbols for each other,

我們為對方創造了這些符號。

by each other for free.

由對方免費提供。

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

當該公司開始採用這種行為時

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,

無論是宗教、政治綱領。

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

in exactly the same way

一模一樣的方式

to create more recognizable consensus.

以創造更多可識別的共識。

But it's really only in the last 10 years

但這確實只是在過去的10年裡

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

begin to flip back to bottom up again.

開始再次翻轉回自下而上。

And that is really the thing that excites me

而這確實是讓我興奮的事情

almost more than anything today.

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

of the human spirit.

的人類精神。

People aren't as interested in different anymore.

人們對不同的東西不再那麼感興趣了。

They're looking much more critically

他們正在尋找更嚴格的

to see what organizations stand for.

以瞭解各組織的立場。

A really good example of an organization

一個真正好的組織例子

that is taking some risks with communicating

冒著風險進行交流

what they believe is what Nike has done

他們認為是耐克公司做了什麼

with Colin Kaepernick.

與科林-卡佩尼克。

When Nike first introduced the idea

當耐克公司第一次提出這個想法時

that they were supporting Colin Kaepernick,

說他們支持科林-卡佩尼克。

quite a lot of people were up in arms.

很多人都在爭論不休。

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

were actually very supportive of Nike

實際上是非常支持耐克的。

communicating their beliefs

溝通他們的信仰

through the behavior of the brand.

通過品牌的行為。

And then we also began designing our movements

然後我們也開始設計我們的運動

in this bottom up way.

以這種自下而上的方式。

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

has been Black Lives Matter.

一直是 "黑人生活問題"。

It has all the tenants of branding.

它擁有品牌的所有租戶。

It has a name. It has a hashtag.

它有一個名字。它有一個標籤。

It has a website. It has a logo.

它有一個網站。它有一個標誌。

It has passionate, passionate belief.

它有熱情，有激情的信念。

But it's much more than a brand.

但它遠不止是一個品牌。

What this movement has done is question,

這個運動所做的是質疑。

challenge, and provoke behavior of change.

挑戰，並激起變化的行為。

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。

We've seen that happen with Me Too.

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

不再容忍某些嵌入式行為

and we've seen behavior transformed.

而我們已經看到行為的轉變。

We really do have the power to change the future

我們真的有能力改變未來

of this planet, just with the sheer decisions

這個星球上的人，只是用純粹的決定

that we're making about what we buy

我們正在對我們購買的東西進行分析

and what we choose to contribute to.

以及我們選擇貢獻的內容。

The markers of success or failure in branding

品牌建設成功或失敗的標誌

are really evident.

是真正明顯的。

It's in how many people believe you.

這在於有多少人相信你。

Anybody that is thinking about creating a brand,

任何正在考慮創建一個品牌的人。

the first question has to be why.

第一個問題必須是為什麼。

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？

(inspiring music)

(鼓舞人心的音樂)

People are going to be giving you money for this product

人們將為這個產品給你錢

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

if it is a movement.

如果它是一個運動。

What is the benefit for humanity?

對人類有什麼好處？

And if you have sound strategic answers

而如果你有合理的戰略答案

to both of those questions,

對這兩個問題的回答。

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

創造對地球有意義的東西

and for humanity.

併為人類服務。

- [Narrator] Get smarter faster

- [旁白]更快地變得更聰明

with videos from the world's biggest thinkers.

伴隨著世界上最大的思想家的視頻。

To learn even more from the world's biggest thinkers

要從世界上最大的思想家那裡學到更多東西

get Big Think + for your business.

為你的企業獲得大思維+。