TEDGlobal 2013
Paul Kemp-Robertson: Bitcoin. Sweat. Tide. Meet the future of branded currency.
Pol Kemp-Robertson (Paul Kemp-Robertson): Bitkoin. Znoj. Tajd. Upoznajte budućnost brendirane valute.
Filmed:
Readability: 4.7
1,287,784 views
Valuta - novčanice i kovanice koje držite u novčaniku i na svom bankovnom računu - je osnovana na marketingu, na verovanju da su banke i vlade pouzdane. Sada nas Pol Kemp-Robertson vodi kroz novu generaciju valute, koju podržava isti taj marketing... ali u ime privatnog brenda. Počevši od Najki poena znoja pa do boca Tajd deterdženta (koji su našli neočekivanu upotrebu na ilegalnim tržištima), upoznajte nebankovnu budućnost valute.
Paul Kemp-Robertson - Advertising expert
Paul Kemp-Robertson is the Cofounder and Editorial Director of Contagious Communications, a multi-platform marketing resource. Full bio
Paul Kemp-Robertson is the Cofounder and Editorial Director of Contagious Communications, a multi-platform marketing resource. Full bio
Double-click the English transcript below to play the video.
00:12
So if I was to ask you
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Ako bih vas pitao
00:15
what the connection between
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koja je veza između
00:16
a bottle of Tide detergent and sweat was,
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boce Tajd deterdženta i znoja,
00:19
you'd probably think that's the easiest question
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verovatno biste pomislili
da je to najlakše pitanje
da je to najlakše pitanje
00:21
that you're going to be asked in Edinburgh all week.
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koje bi vam postavili
ovde u Edinburgu.
ovde u Edinburgu.
00:24
But if I was to say that they're both examples
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Ali ako bih vam rekao da su oba primeri
00:26
of alternative or new forms of currency
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alternativnih ili novih oblika valute
00:30
in a hyperconnected, data-driven global economy,
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u hiperpovezanoj, podacima vođenoj
globalnoj ekonomiji,
globalnoj ekonomiji,
00:33
you'd probably think I was a little bit bonkers.
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verovatno biste pomislili
da sam pomalo lud.
da sam pomalo lud.
00:37
But trust me, I work in advertising.
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Ali verujte mi, radim u oglašavanju.
00:39
(Laughter)
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(Smeh)
00:41
And I am going to tell you the answer,
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I reći ću vam odgovor,
00:43
but obviously after this short break.
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ali očigledno nakon ove kratke pauze.
00:46
So a more challenging question is one
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Na malo složenije pitanje,
00:48
that I was asked, actually, by one of our writers
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koje mi je postavio jedan naš pisac
00:50
a couple of weeks ago, and I didn't know the answer:
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pre par nedelja:
"Koja je najefikasnija
"Koja je najefikasnija
00:52
What's the world's best performing currency?
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svetska valuta?",
nisam znao odgovor.
nisam znao odgovor.
00:54
It's actually Bitcoin.
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To je, u stvari, bitkoin.
00:56
Now, for those of you who may not be familiar,
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Za vas koji niste upoznati s tim,
00:58
Bitcoin is a crypto-currency, a virtual currency, synthetic currency.
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bitkoin je kriptovaluta,
virtuelna valuta, sintetička valuta.
virtuelna valuta, sintetička valuta.
01:02
It was founded in 2008 by this anonymous programmer
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Osnovao ga je 2008. godine
anonimni programer
anonimni programer
01:06
using a pseudonym Satoshi Nakamoto.
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pod pseudonimom Satoši Nakamoto.
01:09
No one knows who or what he is.
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Niko ne zna ko ili šta je on.
01:11
He's almost like the Banksy of the Internet.
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On je skoro kao internet Banksi.
01:13
And I'm probably not going to do it proper service here,
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I verovatno to neću
dobro predstaviti ovde,
dobro predstaviti ovde,
01:17
but my interpretation of how it works is that
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ali moja predstava je da
to funkcioniše tako
to funkcioniše tako
01:18
Bitcoins are released through this process of mining.
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što se bitkoin novčići izdaju
kroz proces rudarenja.
kroz proces rudarenja.
01:21
So there's a network of computers that are challenged
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Postoji mreža računara koji treba
01:24
to solve a very complex mathematical problem
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da reše veoma kompleksan
matematički problem
matematički problem
01:26
and the person that manages to solve it first gets the Bitcoins.
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i osoba koja ga prva reši
dobije bitkoine.
dobije bitkoine.
01:29
And the Bitcoins are released,
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Novčići se izdaju,
01:30
they're put into a public ledger called the Blockchain,
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stave ih u javni zapis
koji se zove Blok-lanac (Blockchain)
koji se zove Blok-lanac (Blockchain)
01:33
and then they float, so they become a currency,
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i onda oni plutaju, pa postaju potpuno
01:36
and completely decentralized, that's the sort of
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decentralizovana valuta, na taj način
01:39
scary thing about this, which is why it's so popular.
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je to strašna stvar, a zbog toga je
i tako popularan.
i tako popularan.
01:41
So it's not run by the authorities or the state.
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Tako da njime ne upravljaju
vlasti ili država.
vlasti ili država.
01:44
It's actually managed by the network.
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Njime u stvari upravlja mreža.
01:46
And the reason that it's proved very successful
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Pokazao se veoma uspešnim
01:48
is it's private, it's anonymous, it's fast, and it's cheap.
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jer je privatan, anoniman, brz i jeftin.
01:52
And you do get to the point where there's some wild fluctuations with Bitcoin.
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I dođete do tačke kada nastaju
divlje fluktuacije sa bitkoinom.
divlje fluktuacije sa bitkoinom.
01:55
So in one level it went from something like 13 dollars
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Na jednom nivou je
otišao od recimo 13 dolara
otišao od recimo 13 dolara
01:58
to 266, literally in the space of four months,
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do 266, doslovno za četiri meseca,
02:01
and then crashed and lost half of its value in six hours.
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a onda se srušio i izgubio pola svoje
vrednosti za šest časova.
vrednosti za šest časova.
02:03
And it's currently around that kind of
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I trenutno je oko
02:05
110 dollar mark in value.
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oznake od 110 dolara vrednosti.
02:08
But what it does show is that it's sort of gaining ground,
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Ali ono što pokazuje je da se nekako
stabilizuje,
stabilizuje,
02:11
it's gaining respectability.
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dobija ugled.
02:12
You get services, like Reddit and Wordpress
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Imate servise, kao Redit i Vordpres
02:14
are actually accepting Bitcoin as a payment currency now.
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koji sada prihvataju bitkoin
kao platnu valutu.
kao platnu valutu.
02:17
And that's showing you that people
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To vam pokazuje da ljudi
02:19
are actually placing trust in technology,
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u stvari dobijaju poverenje u tehnologiju
02:22
and it's started to trump and disrupt
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što je počelo da iscrpljuje, remeti
02:24
and interrogate traditional institutions
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i dovodi u pitanje
tradicionalne institucije
tradicionalne institucije
02:26
and how we think about currencies and money.
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i način na koji razmišljamo o valutama
i novcu.
i novcu.
02:29
And that's not surprising, if you think about
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To nije iznenađujuće, ako razmišljate
02:31
the basket case that is the E.U.
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propalom slučaju kao što je EU.
02:32
I think there was a Gallup survey out recently
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Mislim da je nedavno izašlo Galupovo
istraživanje
istraživanje
02:35
that said something like, in America,
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koje je poručilo nešto kao
da je, u Americi,
da je, u Americi,
02:37
trust in banks is at an all-time low, it's something like 21 percent.
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poverenje u banke na najnižem
nivou, nešto kao 21%.
nivou, nešto kao 21%.
02:40
And you can see here some photographs from London
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Ovde možete videti
neke fotografije iz Londona
neke fotografije iz Londona
02:42
where Barclays sponsored the city bike scheme,
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gde je banka Barclays sponzorisala
gradsku biciklističku šemu
gradsku biciklističku šemu
02:44
and some activists have done some nice piece
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i neki aktivisti su uradili
jedan lep komad
jedan lep komad
02:46
of guerrilla marketing here and doctored the slogans.
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gerila marketinga i prepravili slogane.
02:49
"Sub-prime pedaling." "Barclays takes you for a ride."
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"Drugorazredno okretanje pedala."
"Barclays vas voza."
"Barclays vas voza."
02:52
These are the more polite ones I could share with you today.
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Ovo su oni malo pristojniji
koje sam danas mogao podeliti sa vama.
koje sam danas mogao podeliti sa vama.
02:56
But you get the gist, so people have really started
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Ali shvatate suštinu,
ljudi su zaista počeli
ljudi su zaista počeli
02:58
to sort of lose faith in institutions.
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da nekako gube veru u institucije.
03:01
There's a P.R. company called Edelman,
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Postoji PR kompanija
koja se zove Edelman,
koja se zove Edelman,
03:03
they do this very interesting survey every year
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oni prave jednu zanimljivu
anketu svake godine,
anketu svake godine,
03:05
precisely around trust and what people are thinking.
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o poverenju i šta ljudi misle.
03:09
And this is a global survey, so these numbers are global.
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To je globalno ispitivanje,
pa su i brojevi globalni.
pa su i brojevi globalni.
03:11
And what's interesting is that you can see that
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I zanimljivo je da vidite da
03:13
hierarchy is having a bit of a wobble,
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se hijerarhija pomalo klima
03:16
and it's all about heterarchical now,
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i da se sad radi o heterarhičnom,
03:18
so people trust people like themselves more
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pa ljudi više veruju sebi sličnim
03:21
than they trust corporations and governments.
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nego što veruju korporacijama i vladama.
03:24
And if you look at these figures for the more developed markets
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I ako pogledate brojeve
za razvijenija tržišta
za razvijenija tržišta
03:26
like U.K., Germany, and so on, they're actually much lower.
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kao što su UK, Nemačka itd.,
mnogo su niži.
mnogo su niži.
03:29
And I find that sort of scary.
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I to mi se čini zastrašujućim.
03:30
People are actually trusting businesspeople
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Ljudi zapravo veruju poslovnim ljudima
03:31
more than they're trusting governments and leaders.
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više nego što veruju vladama i vođama.
03:35
So what's starting to happen, if you think about money,
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I šta počinje da se dešava,
ako mislite o novcu,
ako mislite o novcu,
03:38
if you sort of boil money down to an essence,
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ako ga nekako svedete na suštinu,
03:40
it is literally just an expression of value, an agreed value.
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on je doslovno izraz vrednosti,
dogovorene vrednosti.
dogovorene vrednosti.
03:45
So what's happening now, in the digital age,
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A sada u digitalnom dobu,
03:46
is that we can quantify value in lots of different ways
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možemo kvantifikovati vrednost
na mnogo različitih načina
na mnogo različitih načina
03:49
and do it more easily,
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i to lakše,
03:51
and sometimes the way that we quantify those values,
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pa nas ponekad način na koji
određujemo te vrednosti,
određujemo te vrednosti,
03:54
it makes it much easier
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dovede do mnogo lakšeg
03:56
to create new forms and valid forms of currency.
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stvaranja novih i važećih oblika valute.
04:00
In that context, you can see that networks like Bitcoin
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U tom kontekstu
mreže poput bitkoina
mreže poput bitkoina
04:03
suddenly start to make a bit more sense.
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odjednom počinju dobijati
malo više smisla.
malo više smisla.
04:07
So if you think we're starting to question
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Ako mislite da dovodimo u pitanje,
04:10
and disrupt and interrogate what money means,
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remetimo i ispitujemo šta novac znači,
04:12
what our relationship with it is, what defines money,
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koja je naša veza s njim,
šta ga definiše,
šta ga definiše,
04:15
then the ultimate extension of that is,
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onda je ultimativni produžetak toga
04:19
is there a reason for the government to be in charge
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da li postoji razlog što je vlada
još uvek zadužena
još uvek zadužena
04:21
of money anymore?
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za novac?
04:23
So obviously I'm looking at this through a marketing prism,
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Naravno, ja to posmatram
kroz marketinšku prizmu,
kroz marketinšku prizmu,
04:25
so from a brand perspective,
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iz perspektive brenda,
04:27
brands literally stand or fall on their reputations.
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brendovi doslovno
ustraju ili gube reputaciju.
ustraju ili gube reputaciju.
04:31
And if you think about it, reputation has now become a currency.
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I ako razmislite o tome,
reputacija je sada postala valuta.
reputacija je sada postala valuta.
04:33
You know, reputations are built on trust,
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Znate da su reputacije
izgrađene na poverenju,
izgrađene na poverenju,
04:35
consistency, transparency.
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ustrajnosti, transparentnosti.
04:38
So if you've actually decided that you trust a brand,
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Pa ako ste odlučili da verujete
nekom brendu,
nekom brendu,
04:41
you want a relationship, you want to engage with the brand,
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želite vezu, da sarađujete
s brendom,
s brendom,
04:43
you're already kind of participating in lots of new forms
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već time na neki način
učestvujete u mnogo
učestvujete u mnogo
04:46
of currency.
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novih oblika valute.
04:48
So you think about loyalty.
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Zato razmislite o odanosti.
04:50
Loyalty essentially is a micro-economy.
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Odanost je u suštini mikroekonomija.
04:52
You think about rewards schemes, air miles.
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Mislite o šemama nagrada,
vazdušnim miljama.
vazdušnim miljama.
04:55
The Economist said a few years ago that
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U Ekonomistu je pre
nekoliko godina pisalo
nekoliko godina pisalo
04:57
there are actually more unredeemed air miles in the world
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da zapravo postoji više neiskorišćenih
vazdušnih milja u svetu
vazdušnih milja u svetu
05:01
than there are dollar bills in circulation.
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nego što ima dolarskih
novčanica u opticaju.
novčanica u opticaju.
05:04
You know, when you are standing in line in Starbucks,
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Kada stojite u redu u Starbaksu,
05:07
30 percent of transactions in Starbucks on any one day
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30% dnevnih transakcija Starbaksa
05:10
are actually being made with Starbucks Star points.
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se u stvari ostvari pomoću
tzv. Starbaks Star poena.
tzv. Starbaks Star poena.
05:13
So that's a sort of Starbucks currency
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To je neka vrsta valute Starbaksa
05:14
staying within its ecosystem.
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koja ostaje u njihovom ekosistemu.
05:16
And what I find interesting is that Amazon
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Zanimljivo mi je da je Amazon
05:19
has recently launched Amazon coins.
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nedavno lansirao Amazon novčiće.
05:22
So admittedly it's a currency at the moment that's purely for the Kindle.
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Doduše, to je trenutno valuta
koja je samo za Kindle.
koja je samo za Kindle.
05:25
So you can buy apps and make purchases within those apps,
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Tako da možete kupovati aplikacije
i dokupljivati unutar tih aplikacija,
i dokupljivati unutar tih aplikacija,
05:28
but you think about Amazon,
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ali razmislite o Amazonu,
05:30
you look at the trust barometer that I showed you
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osvrnite se na barometar poverenja
koji sam vam pokazao
koji sam vam pokazao
05:32
where people are starting to trust businesses,
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gde ljudi počinju da veruju preduzećima,
05:35
especially businesses that they believe in and trust
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posebno preduzećima
u koja i kojima veruju,
u koja i kojima veruju,
05:37
more than governments.
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više nego vladama.
05:39
So suddenly, you start thinking,
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I odjednom, počnete razmišljati,
05:41
well Amazon potentially could push this.
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pa Amazon bi mogao ovo progurati.
05:42
It could become a natural extension,
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Prirodni nastavak toga bi moglo postati
05:44
that as well as buying stuff --
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kupovanje i ostalih stvari -
05:45
take it out of the Kindle -- you could buy books, music,
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van granica Kindla - mogli biste
kupovati knjige, muziku,
kupovati knjige, muziku,
05:48
real-life products, appliances and goods and so on.
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stvarne proizvode, aparate, robu itd.
05:53
And suddenly you're getting Amazon, as a brand,
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I odjednom imate Amazon koji se,
kao brend,
kao brend,
05:55
is going head to head with the Federal Reserve
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takmiči sa Federalnom rezervom
05:57
in terms of how you want to spend your money,
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u pogledu toga kako želite
da trošite svoj novac,
da trošite svoj novac,
05:59
what money is, what constitutes money.
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šta je novac, šta ga sačinjava.
06:01
And I'll get you back to Tide, the detergent now,
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I sad ću vas vratiti na deterdžent Tajd,
06:05
as I promised.
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kao što sam obećao.
06:06
This is a fantastic article I came across in New York Magazine,
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Ovo je fantastičan članak na koji sam
naišao u Njujork magazinu,
naišao u Njujork magazinu,
06:09
where it was saying that drug users across America
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gde je rečeno da korisnici
droge širom Amerike
droge širom Amerike
06:12
are actually purchasing drugs
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u stvari kupuju drogu
06:14
with bottles of Tide detergent.
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bocama Tajd deterdženta.
06:16
So they're going into convenience stores,
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Oni iz prodavnica
06:18
stealing Tide,
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kradu Tajd,
06:20
and a $20 bottle of Tide
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a boca Tajda od 20 dolara
06:22
is equal to 10 dollars of crack cocaine or weed.
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jednaka je krek kokainu ili travi
od 10 dolara.
od 10 dolara.
06:27
And what they're saying, so some criminologists
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I šta oni kažu, dakle neki kriminolozi
06:29
have looked at this and they're saying, well, okay,
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su pogledali ovo i kažu da se
06:30
Tide as a product sells at a premium.
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Tajd kao proizvod prodaje vrhunski.
06:33
It's 50 percent above the category average.
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Za 50% više od proseka te kategorije.
06:35
It's infused with a very complex cocktail of chemicals,
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Sastoji se iz veoma složenog
koktela hemikalija,
koktela hemikalija,
06:39
so it smells very luxurious and very distinctive,
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tako da miriše veoma
luksuzno i karakteristično
luksuzno i karakteristično
06:41
and, being a Procter and Gamble brand,
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i budući da je to
Procter and Gamble brend,
Procter and Gamble brend,
06:43
it's been supported by a lot of mass media advertising.
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podupire ga veliki marketing
u masovnim medijima.
u masovnim medijima.
06:47
So what they're saying is that drug users are consumers too,
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Oni govore da su korisnici droge
takođe potrošači,
takođe potrošači,
06:49
so they have this in their neural pathways.
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tako ga oni imaju
u svojim nervnim putevima.
u svojim nervnim putevima.
06:51
When they spot Tide, there's a shortcut.
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Kada primete Tajd, to im je prečica.
06:53
They say, that is trust. I trust that. That's quality.
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Kažu da je to poverenje.
Ja verujem u to. To je kvalitet.
Ja verujem u to. To je kvalitet.
06:56
So it becomes this unit of currency,
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Tako da to postaje jedinica valute,
06:59
which the New York Magazine described
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koju je Njujork magazin opisao
07:01
as a very oddly loyal crime wave, brand-loyal crime wave,
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kao nastrano odan kriminalni talas,
odan brendu kriminalni talas,
odan brendu kriminalni talas,
07:04
and criminals are actually calling Tide "liquid gold."
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a kriminalci zapravo
nazivaju Tajd tečnim zlatom.
nazivaju Tajd tečnim zlatom.
07:07
Now, what I thought was funny was the reaction
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Bila mi je smešna reakcija
07:09
from the P&G spokesperson.
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glasnogovornika P&G-ja.
07:11
They said, obviously tried to dissociate themselves from drugs,
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Rekli su, očigledno pokušavajući
da se distanciraju od droge,
da se distanciraju od droge,
07:13
but said, "It reminds me of one thing
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ali je rečeno:
"To me podseća na jednu stvar
"To me podseća na jednu stvar
07:16
and that's the value of the brand has stayed consistent." (Laughter)
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a to je da je vrednost brenda
ostala konzistentna." (Smeh)
ostala konzistentna." (Smeh)
07:20
Which backs up my point and shows he didn't even
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Što podržava moju tvrdnju
i pokazuje da se on nije ni
i pokazuje da se on nije ni
07:22
break a sweat when he said that.
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oznojio kada je to rekao.
07:24
So that brings me back to the connection with sweat.
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I to me dovodi do veze sa znojem.
07:27
In Mexico, Nike has run a campaign recently
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U Meksiku je Najki nedavno
pokrenuo kampanju
pokrenuo kampanju
07:29
called, literally, Bid Your Sweat.
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koja se doslovno zove
"Ponudi svoj znoj"
"Ponudi svoj znoj"
07:31
So you think about,
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Razmislite o tome,
07:32
these Nike shoes have got sensors in them,
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ove Najki patike imaju senzore
07:34
or you're using a Nike FuelBand
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ili koristite Najki narukvicu
07:35
that basically tracks your movement, your energy,
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koja u suštini prati vaše kretanje,
energiju,
energiju,
07:38
your calorie consumption.
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potrošnju kalorija.
07:40
And what's happening here, this is where you've actually
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Ovde se dešava to da ste zapravo
07:42
elected to join that Nike community. You've bought into it.
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izabrani da se pridružite
toj Najki zajednici. Učlanili ste se.
toj Najki zajednici. Učlanili ste se.
07:45
They're not advertising loud messages at you,
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Ne reklamiraju se glasnim porukama
07:47
and that's where advertising has started to shift now
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i tako se sada
reklamiranje počelo menjati
reklamiranje počelo menjati
07:49
is into things like services, tools and applications.
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u nešto kao što su servisi,
alati i aplikacije.
alati i aplikacije.
07:52
So Nike is literally acting as a well-being partner,
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Najki se doslovno ponaša
kao dobronameran partner,
kao dobronameran partner,
07:55
a health and fitness partner and service provider.
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zdravstveni, fitnes partner
i pružalac usluga.
i pružalac usluga.
07:58
So what happens with this is they're saying, "Right,
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I dešava se da oni govore: "Dobro,
08:00
you have a data dashboard. We know how far you've run,
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imate komandnu tablu.
Znamo koliko daleko ste trčali,
Znamo koliko daleko ste trčali,
08:02
how far you've moved, what your calorie intake, all that sort of stuff.
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kretali se, uneli kalorija i sl.
08:05
What you can do is, the more you run, the more points you get,
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Ono što možete učiniti je da,
što više trčite, tim više poena dobijete,
što više trčite, tim više poena dobijete,
08:08
and we have an auction where you can buy Nike stuff
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a mi imamo aukcije na kojima
možete kupiti Najki stvari
možete kupiti Najki stvari
08:11
but only by proving that you've actually used the product to do stuff."
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ali samo ako ste dokazali
da ste proizvod aktivno koristili."
da ste proizvod aktivno koristili."
08:15
And you can't come into this. This is purely
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I ne možete prodreti u ovo.
Ovo je samo
Ovo je samo
08:17
for the community that are sweating
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za zajednicu koja se znoji
08:19
using Nike products. You can't buy stuff with pesos.
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koristeći Najki proizvode.
Ne možete kupiti stvari pesosima.
Ne možete kupiti stvari pesosima.
08:21
This is literally a closed environment, a closed auction space.
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Ovo je doslovno zatvorena sredina,
zatvoren aukcijski prostor.
zatvoren aukcijski prostor.
08:26
In Africa, you know, airtime has become
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U Africi je vreme emitovanja
doslovno postalo
doslovno postalo
08:30
literally a currency in its own right.
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valuta sama po sebi.
08:32
People are used to, because mobile is king,
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Ljudi su navikli, jer su mobilni glavni,
08:34
they're very, very used to transferring money,
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veoma su navikli da prebacuju novac,
08:37
making payments via mobile.
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vrše uplate preko mobilnog.
08:39
And one of my favorite examples from a brand perspective
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Jedan od mojih omiljenih primera
iz perspektive brenda
iz perspektive brenda
08:41
going on is Vodafone, where, in Egypt,
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koji se odvija je Vodafone u Egiptu,
08:43
lots of people make purchases in markets
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gde mnogo ljudi kupuje na pijacama
08:46
and very small independent stores.
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i u malim nezavisnim prodavnicama.
08:48
Loose change, small change is a real problem,
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Sitniš, mali kusur je pravi problem
08:50
and what tends to happen is you buy a bunch of stuff,
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i dešava se da kupite brdo stvari,
08:52
you're due, say,
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duguju vam, recimo,
08:53
10 cents, 20 cents in change.
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10 centi, 20 centi kusura.
08:56
The shopkeepers tend to give you things like an onion
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Prodavci vam daju stvari kao što je luk,
08:58
or an aspirin, or a piece of gum,
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aspirin ili komad žvake,
09:00
because they don't have small change.
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jer nemaju sitni kusur.
09:02
So when Vodafone came in and saw this problem,
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I kada je Vodafone video ovaj problem,
09:04
this consumer pain point, they created
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trn u oku potrošača, napravili su
09:05
some small change which they call Fakka,
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sitni kusur koji nazivaju Fakka,
09:07
which literally sits and is given
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koji se doslovno uklapa i daju ga
09:09
by the shopkeepers to people,
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prodavci kupcima
09:11
and it's credit that goes straight onto their mobile phone.
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i taj kredit ide direktno na njihove
mobilne telefone.
mobilne telefone.
09:14
So this currency becomes credit, which again,
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Tako da ova valuta postaje
kredit, što je opet
kredit, što je opet
09:16
is really, really interesting.
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veoma zanimljivo.
09:18
And we did a survey that backs up the fact that,
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Mi smo pravili istraživanje
koje potkrepljuje činjenicu da,
koje potkrepljuje činjenicu da,
09:20
you know, 45 percent of people
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45% ljudi
09:22
in this very crucial demographic in the U.S.
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demografski veoma važnih u SAD-u
09:25
were saying that they're comfortable using
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kaže da im ne smeta korišćenje
09:27
an independent or branded currency.
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nezavisne ili brendirane valute.
09:30
So that's getting really interesting here,
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To ovde postaje jako zanimljivo
09:31
a really interesting dynamic going on.
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i veoma dinamično.
09:34
And you think, corporations
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I pomislite, korporacije
09:35
should start taking their assets and thinking of them
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bi mogle početi o svojim prednostima
da razmišljaju
da razmišljaju
09:38
in a different way and trading them.
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na drugi način i da trguju njima.
09:40
And you think, is it much of a leap?
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Mislite, da li je to veliki korak?
09:43
It seems farfetched, but when you think about it,
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Čini se prevelikim korakom,
ali kada razmislite o tome,
ali kada razmislite o tome,
09:46
in America in 1860,
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u Americi je, 1860. godine,
09:49
there were 1,600 corporations issuing banknotes.
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bilo 1.600 korporacija
koje su izdavale novčanice.
koje su izdavale novčanice.
09:53
There were 8,000 kinds of notes in America.
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Bilo je 8.000 vrsta novčanica u Americi.
09:56
And the only thing that stopped that,
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I jedino što je to zaustavilo,
09:57
the government controlled four percent of the supply,
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vlada je kontrolisala 4% snabdevanja,
10:00
and the only thing that stopped it
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i jedino što je to zaustavilo
10:01
was the Civil War breaking out,
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bilo je izbijanje Građanskog rata
10:03
and the government suddenly wanted to take control of the money.
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i onda je vlada odjednom poželela
da ima kontrolu nad novcem.
da ima kontrolu nad novcem.
10:06
So government, money, war, nothing changes there, then.
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Tako da što se tiče vlade, novca, rata,
ništa se tu ne menja.
ništa se tu ne menja.
10:10
So what I'm going to ask is, basically,
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Uglavnom, postaviću pitanje:
10:13
is history repeating itself?
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da li se istorija ponavlja?
10:15
Is technology making paper money feel outmoded?
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Da li tehnologija čini
papirni novac staromodnim?
papirni novac staromodnim?
10:19
Are we decoupling money from the government?
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Da li odvajamo novac od vlade?
10:21
You know, you think about, brands are starting to fill the gaps.
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Razmislite o tome, brendovi počinju da
popunjavaju praznine.
popunjavaju praznine.
10:24
Corporations are filling gaps that governments can't afford to fill.
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Korporacije popunjavaju praznine
koje vlade ne mogu priuštiti da popune.
koje vlade ne mogu priuštiti da popune.
10:28
So I think, you know, will we be standing on stage
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Zato se ja pitam
da li ćemo stajati na bini
da li ćemo stajati na bini
10:30
buying a coffee -- organic, fair trade coffee -- next year
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kupujući kafu - organsku,
kafu iz fer trgovine - sledeće godine
kafu iz fer trgovine - sledeće godine
10:34
using TED florins or TED shillings?
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koristeći TED florinu ili TED šilinge?
10:37
Thank you very much.
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Hvala puno.
10:39
(Applause)
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(Aplauz)
10:41
Thank you. (Applause)
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Hvala vam.
(Aplauz)
(Aplauz)
ABOUT THE SPEAKER
Paul Kemp-Robertson - Advertising expertPaul Kemp-Robertson is the Cofounder and Editorial Director of Contagious Communications, a multi-platform marketing resource.
Why you should listen
How do consumers get attached to, come to rely on and trust, the brands they use? How do brands find new ways to develop these relationships? These are the questions Paul Kemp-Robertson spends his time wondering about. Kemp-Robertson is the Editorial Director of Contagious Communications, which he cofounded with Gee Thomson in 2004. Contagious Communications is a multi-arm advertising resource that runs the quarterly magazine Contagious, an app that showcases videos of innovative marketing case studies and various other online resources.
Kemp-Robertson has previously served as editor of shots and Worldwide Director of Creative Resources at Leo Burnett Chicago. He lives in St. Albans, Hertfordshire.
Paul Kemp-Robertson | Speaker | TED.com