ABOUT THE SPEAKER
Paul Kemp-Robertson - Advertising expert
Paul 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.

More profile about the speaker
Paul Kemp-Robertson | Speaker | TED.com
TEDGlobal 2013

Paul Kemp-Robertson: Bitcoin. Sweat. Tide. Meet the future of branded currency.

保羅•肯普-羅伯森: 比特幣、汗水、汰漬:品牌貨幣的未來

Filmed:
1,287,784 views

貨幣 — 你的錢包和銀行帳戶裡的紙幣和硬幣 — 是基於市場,基於對銀行和政府的信任。在此保羅•肯普-羅伯森介紹了新一代的貨幣,基於同樣的市場,但是私有品牌的代表。從耐吉 (Nike) 運動積點到汰漬洗衣精 (在非法市埸中發揮了意想不到的用途),讓我們看看那些不屬於銀行的未來貨幣。
- Advertising expert
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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若果我問你們
00:15
what the connection連接 between之間
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一瓶汰漬洗衣精和汗水之間
00:16
a bottle瓶子 of Tide浪潮 detergent洗滌劑 and sweat was,
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有什麼的聯繫
00:19
you'd probably大概 think that's the easiest最簡單的 question
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你也許會認為這是本週愛丁堡大會上
00:21
that you're going to be asked in Edinburgh愛丁堡 all week.
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最簡單的一條問題
00:24
But if I was to say that they're both examples例子
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但是如果我說,它們是
00:26
of alternative替代 or new forms形式 of currency貨幣
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這個高度連接、數據驅動的全球經濟中的
00:30
in a hyperconnected超級連接, data-driven數據驅動 global全球 economy經濟,
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貨幣替代品或新型貨幣例子
00:33
you'd probably大概 think I was a little bit bonkers瘋狂的.
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也許你會認為我瘋了
00:37
But trust相信 me, I work in advertising廣告.
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但相信我,我從事廣告行業的
00:39
(Laughter笑聲)
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(笑聲)
00:41
And I am going to tell you the answer回答,
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我將告訴你們答案
00:43
but obviously明顯 after this short break打破.
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但顯然要再過一會
00:46
So a more challenging具有挑戰性的 question is one
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有一個更為棘手問題是
00:48
that I was asked, actually其實, by one of our writers作家
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幾週前,我們的一個廣告撰稿人問我
00:50
a couple一對 of weeks ago, and I didn't know the answer回答:
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我當時並不知道答案
00:52
What's the world's世界 best最好 performing執行 currency貨幣?
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他問世界上哪種貨幣的表現最好?
00:54
It's actually其實 Bitcoin比特幣.
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其实就是比特幣 (Bitcoin)
00:56
Now, for those of you who may可能 not be familiar,
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也許你們當中有些人不熟悉它
00:58
Bitcoin比特幣 is a crypto-currency加密貨幣, a virtual虛擬 currency貨幣, synthetic合成的 currency貨幣.
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比特幣是一種加密的、虛擬的、人工合成的貨幣
01:02
It was founded成立 in 2008 by this anonymous匿名 programmer程序員
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它誕生於 2008 年,
由一位匿名程式員
01:06
using運用 a pseudonym筆名 Satoshi Nakamoto中本聰.
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假名為中本聰所創造的
01:09
No one knows知道 who or what he is.
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沒人知道他是誰
01:11
He's almost幾乎 like the Banksy班克斯 of the Internet互聯網.
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他像網際網路界的班克斯 (Banksy)
01:13
And I'm probably大概 not going to do it proper正確 service服務 here,
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也許我還不能解釋清楚
01:17
but my interpretation解釋 of how it works作品 is that
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但我的理解是比特幣是
01:18
Bitcoins比特幣 are released發布 through通過 this process處理 of mining礦業.
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通過一種挖礦程序而發行的
01:21
So there's a network網絡 of computers電腦 that are challenged挑戰
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有那麼的一組電腦網絡
01:24
to solve解決 a very complex複雜 mathematical數學的 problem問題
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要解決一個非常複雜的數學問題
01:26
and the person that manages管理 to solve解決 it first gets得到 the Bitcoins比特幣.
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而第一位解答了問題的人就拿到比特幣
01:29
And the Bitcoins比特幣 are released發布,
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當比特幣發行後
01:30
they're put into a public上市 ledger總帳 called the BlockchainBlockchain,
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就被放到名叫「區塊鏈」分類帳
01:33
and then they float浮動, so they become成為 a currency貨幣,
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然後價格會波動,他們就成為了一種貨幣
01:36
and completely全然 decentralized分散, that's the sort分類 of
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它是完全分散管理的,這是爲什麽
01:39
scary害怕 thing about this, which哪一個 is why it's so popular流行.
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比特幣非常可怕,卻也如此受歡迎的原因
01:41
So it's not run by the authorities當局 or the state.
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沒有國家機構或中央銀行管理它
01:44
It's actually其實 managed管理 by the network網絡.
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它其實是由網路進行管理
01:46
And the reason原因 that it's proved證實 very successful成功
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它之所以會如此成功就是因為它
01:48
is it's private私人的, it's anonymous匿名, it's fast快速, and it's cheap低廉.
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是私有、匿名、交易快速並且價格便宜
01:52
And you do get to the point where there's some wild野生 fluctuations波動 with Bitcoin比特幣.
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當然有時候比特幣也會大幅波動
01:55
So in one level水平 it went from something like 13 dollars美元
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又一次它在四個月內兌美元
01:58
to 266, literally按照字面 in the space空間 of four months個月,
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由 1 比特幣兌 13 美元升至 266 美元
02:01
and then crashed墜毀 and lost丟失 half of its value in six hours小時.
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然後六小時內又跌去一半
02:03
And it's currently目前 around that kind of
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現今比特幣兌美元的價格
02:05
110 dollar美元 mark標記 in value.
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徘徊在 110 美元附近
02:08
But what it does show顯示 is that it's sort分類 of gaining取得 ground地面,
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但比特幣確實開始盛行
02:11
it's gaining取得 respectability尊重.
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逐漸獲得市場地位
02:12
You get services服務, like Reddit書籤交易 and WordpressWordPress的
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某些服務商如 Reddit 和 Wordpress 部落格
02:14
are actually其實 accepting驗收 Bitcoin比特幣 as a payment付款 currency貨幣 now.
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現已接受比特幣作為支付貨幣了
02:17
And that's showing展示 you that people
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這表明了
02:19
are actually其實 placing配售 trust相信 in technology技術,
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大眾實際上開始信賴科技
02:22
and it's started開始 to trump王牌 and disrupt破壞
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而比特幣則開始對抗、擾亂
02:24
and interrogate審問 traditional傳統 institutions機構
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和詰問傳統機構
02:26
and how we think about currencies貨幣 and money.
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以及我們對貨幣和金錢的看法
02:29
And that's not surprising奇怪, if you think about
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這並不令人意外
02:31
the basket case案件 that is the E.U.
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只要想想歐盟那個爛攤子
02:32
I think there was a Gallup蓋洛普 survey調查 out recently最近
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蓋洛普 (Gallup) 最近做了一項調查
02:35
that said something like, in America美國,
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顯示美國人對銀行的信任程度
史無前例得低
02:37
trust相信 in banks銀行 is at an all-time整天 low, it's something like 21 percent百分.
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只有 21% 的大眾信任銀行
02:40
And you can see here some photographs照片 from London倫敦
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再看看這些來自倫敦的照片
02:42
where Barclays巴克萊 sponsored贊助 the city bike自行車 scheme方案,
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這是柏克萊贊助的公共自行車計劃
02:44
and some activists活動家 have doneDONE some nice不錯 piece
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一些激進分子更改了活動標語
02:46
of guerrilla游擊隊 marketing營銷 here and doctored篡改 the slogans口號.
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這是很棒的游擊式營銷
02:49
"Sub-prime次貸 pedaling蹬踏." "Barclays巴克萊 takes you for a ride."
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「次級 (Sub-prime) 腳踏」「巴克萊載你一程」
02:52
These are the more polite有禮貌 ones那些 I could share分享 with you today今天.
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今天拿來跟你們分享的
算是較為客氣的了
02:56
But you get the gist要旨, so people have really started開始
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但其意思已夠清楚了
02:58
to sort分類 of lose失去 faith信仰 in institutions機構.
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大眾對金融機構已失去信心
03:01
There's a P.R. company公司 called Edelman愛德曼,
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有一間名為愛德曼 (Edelman) 的公關公司
03:03
they do this very interesting有趣 survey調查 every一切 year
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每年都會圍繞信任和大眾的想法
03:05
precisely恰恰 around trust相信 and what people are thinking思維.
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做一個很有趣的調查
03:09
And this is a global全球 survey調查, so these numbers數字 are global全球.
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這是一項全球的調查,
所以資料也反映著全球的情況
03:11
And what's interesting有趣 is that you can see that
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而有趣的是你可以看到
03:13
hierarchy等級制度 is having a bit of a wobble搖晃,
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統治集團的地位開始變得不穩定
03:16
and it's all about heterarchical遞階 now,
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問題都集中在統治集團上
03:18
so people trust相信 people like themselves他們自己 more
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也就是大眾更相信和他們一樣的個體
03:21
than they trust相信 corporations公司 and governments政府.
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而不信任企業和政府
03:24
And if you look at these figures人物 for the more developed發達 markets市場
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如果你看看發達國家的數字
03:26
like U.K., Germany德國, and so on, they're actually其實 much lower降低.
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如英國、德國等大眾的信任度就更低了
03:29
And I find that sort分類 of scary害怕.
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我認為這是個可怕的現象
03:30
People are actually其實 trusting信任的 businesspeople生意人
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大眾更相信商人
03:31
more than they're trusting信任的 governments政府 and leaders領導者.
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而非政府和社會領袖
03:35
So what's starting開始 to happen發生, if you think about money,
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如果你思考一下,
貨幣將要如何變化
03:38
if you sort分類 of boil money down to an essence本質,
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如果你要追究貨幣的本質
03:40
it is literally按照字面 just an expression表達 of value, an agreed約定 value.
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它其實就是一種價值的表現
03:45
So what's happening事件 now, in the digital數字 age年齡,
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在現今的電子數位時代
03:46
is that we can quantify量化 value in lots of different不同 ways方法
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我們可以用不同方式去量化價值
03:49
and do it more easily容易,
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而且更為簡便
03:51
and sometimes有時 the way that we quantify量化 those values,
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有時候我們量化價值所使用的方式
03:54
it makes品牌 it much easier更輕鬆
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使得創造出一種
03:56
to create創建 new forms形式 and valid有效 forms形式 of currency貨幣.
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新型的、強大的貨幣形式更為便捷
04:00
In that context上下文, you can see that networks網絡 like Bitcoin比特幣
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這樣看來,你就會突然明白比特幣
04:03
suddenly突然 start開始 to make a bit more sense.
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存在的合理性了
04:07
So if you think we're starting開始 to question
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如果你認為我們開始質疑
04:10
and disrupt破壞 and interrogate審問 what money means手段,
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擾亂、詰問貨幣的意義
04:12
what our relationship關係 with it is, what defines定義 money,
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以及它與我們的關係、金錢的定義是什麼
04:15
then the ultimate最終 extension延期 of that is,
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那最終延伸出來的問題就是
04:19
is there a reason原因 for the government政府 to be in charge收費
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政府是否還有理由
04:21
of money anymore?
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負責管理貨幣?
04:23
So obviously明顯 I'm looking at this through通過 a marketing營銷 prism棱鏡,
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顯然我是用市場營銷的視角看這問題
04:25
so from a brand perspective透視,
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從品牌角度看
04:27
brands品牌 literally按照字面 stand or fall秋季 on their reputations名譽.
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品牌的成敗直接取決於它的聲譽
04:31
And if you think about it, reputation聲譽 has now become成為 a currency貨幣.
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如果你想一想,現在聲譽
也變成了一種貨幣
04:33
You know, reputations名譽 are built內置 on trust相信,
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你知道,聲譽是基於信任
04:35
consistency一致性, transparency透明度.
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一致性,透明度
04:38
So if you've actually其實 decided決定 that you trust相信 a brand,
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如果你決定去信任某一品牌
04:41
you want a relationship關係, you want to engage從事 with the brand,
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就會想要與其建立長久關係
04:43
you're already已經 kind of participating參與 in lots of new forms形式
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那麼你其實已經
04:46
of currency貨幣.
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使用了很多貨幣的新形式了
04:48
So you think about loyalty忠誠.
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比如說忠誠
04:50
Loyalty忠誠 essentially實質上 is a micro-economy微觀經濟.
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忠誠事實上就是一種微觀經濟
04:52
You think about rewards獎勵 schemes方案, air空氣 miles英里.
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比如獎勵方案、里程兌換等
04:55
The Economist經濟學家 said a few少數 years年份 ago that
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幾年前《經濟學人》曾報導
04:57
there are actually其實 more unredeemed未兌換 air空氣 miles英里 in the world世界
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事實上全世界沒有兌換的里程數
05:01
than there are dollar美元 bills票據 in circulation循環.
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比市面流通的美鈔還要多
05:04
You know, when you are standing常設 in line in Starbucks星巴克,
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當你在星巴克排隊時
05:07
30 percent百分 of transactions交易 in Starbucks星巴克 on any one day
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在任何一天星巴克有三成交易
05:10
are actually其實 being存在 made製作 with Starbucks星巴克 Star points.
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是通過隨行卡進行的
05:13
So that's a sort分類 of Starbucks星巴克 currency貨幣
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那就是星巴克的循環系統裡
05:14
staying within its ecosystem生態系統.
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自帶的一種貨幣形式
05:16
And what I find interesting有趣 is that Amazon亞馬遜
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有趣的是我注意到亞馬遜
05:19
has recently最近 launched推出 Amazon亞馬遜 coins硬幣.
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最近推出亞馬遜幣
05:22
So admittedly固然 it's a currency貨幣 at the moment時刻 that's purely純粹 for the Kindle點燃.
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無可否認這是一種只用於 Kindle 的貨幣
05:25
So you can buy購買 apps應用 and make purchases購買 within those apps應用,
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你可以用它購買應用程式或
在應用程式中購買其他東西
05:28
but you think about Amazon亞馬遜,
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但是你想一想亞馬遜這例子
05:30
you look at the trust相信 barometer晴雨表 that I showed顯示 you
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看看我向你們展示的信任氣壓計
05:32
where people are starting開始 to trust相信 businesses企業,
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大眾開始信任企業
05:35
especially特別 businesses企業 that they believe in and trust相信
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特別是那些企業他們認為
05:37
more than governments政府.
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較政府更為可信
05:39
So suddenly突然, you start開始 thinking思維,
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突然間你會意識到
05:41
well Amazon亞馬遜 potentially可能 could push this.
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亞馬遜其實可以推廣這種貨幣
05:42
It could become成為 a natural自然 extension延期,
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它可以是一種自然的延伸
05:44
that as well as buying購買 stuff東東 --
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或者用它來買東西
05:45
take it out of the Kindle點燃 -- you could buy購買 books圖書, music音樂,
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不再限於在 Kindle 上使用,你可以
購買書本、音樂、
05:48
real-life現實生活 products製品, appliances家電 and goods產品 and so on.
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現實生活中的產品、電器、百貨等
05:53
And suddenly突然 you're getting得到 Amazon亞馬遜, as a brand,
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突然間亞馬遜作為一個品牌
05:55
is going head to head with the Federal聯邦 Reserve保留
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將和美國聯儲局正面交鋒
05:57
in terms條款 of how you want to spend your money,
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關於你想怎樣花錢
05:59
what money is, what constitutes構成 money.
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什麼是貨幣、貨幣的組成等
06:01
And I'll get you back to Tide浪潮, the detergent洗滌劑 now,
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現在讓我們回到汰漬洗衣精的問題
06:05
as I promised許諾.
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正如我之前承諾的
06:06
This is a fantastic奇妙 article文章 I came來了 across橫過 in New York紐約 Magazine雜誌,
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我在《紐約雜誌》上讀到一篇很棒的文章
06:09
where it was saying that drug藥物 users用戶 across橫過 America美國
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文章指出全美各地的吸毒者
06:12
are actually其實 purchasing購買 drugs毒品
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在用汰漬洗衣精的瓶子
06:14
with bottles瓶子 of Tide浪潮 detergent洗滌劑.
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去購買毒品
06:16
So they're going into convenience方便 stores商店,
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他們走到便利店
06:18
stealing偷竊行為 Tide浪潮,
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偷取汰漬洗衣精
06:20
and a $20 bottle瓶子 of Tide浪潮
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一瓶二十美元的汰漬洗衣精
06:22
is equal等於 to 10 dollars美元 of crack裂紋 cocaine可卡因 or weed野草.
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等同 10 美元的可卡因或大麻
06:27
And what they're saying, so some criminologists犯罪學家
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背後的原因,一些犯罪學家
06:29
have looked看著 at this and they're saying, well, okay,
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研究后得出的結論是
06:30
Tide浪潮 as a product產品 sells塞爾斯 at a premium額外費用.
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汰漬洗衣精售價很高
06:33
It's 50 percent百分 above以上 the category類別 average平均.
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比其他同類產品平均貴五成
06:35
It's infused輸注 with a very complex複雜 cocktail雞尾酒 of chemicals化學製品,
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它的化學成分非常複雜
06:39
so it smells氣味 very luxurious豪華 and very distinctive獨特,
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味道十分高檔而且與眾不同
06:41
and, being存在 a Procter寶潔公司 and Gamble brand,
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作為寶僑 (P&G) 的品牌
06:43
it's been supported支持的 by a lot of mass media媒體 advertising廣告.
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它的大眾傳媒廣告曝光率非常高
06:47
So what they're saying is that drug藥物 users用戶 are consumers消費者 too,
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意思是說吸毒的人也是消費者
06:49
so they have this in their neural神經 pathways途徑.
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他們腦子里也有這種意識
06:51
When they spot Tide浪潮, there's a shortcut捷徑.
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他們把汰漬看做指一條捷徑
06:53
They say, that is trust相信. I trust相信 that. That's quality質量.
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他們說這就是信任,我相信它,
這是品質保證
06:56
So it becomes this unit單元 of currency貨幣,
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所以它成為了一種貨幣單位
06:59
which哪一個 the New York紐約 Magazine雜誌 described描述
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《紐約雜誌》稱之為
07:01
as a very oddly奇怪 loyal忠誠 crime犯罪 wave, brand-loyal品牌忠誠 crime犯罪 wave,
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一種古怪的忠誠犯罪潮,
品牌忠誠度的犯罪潮
07:04
and criminals罪犯 are actually其實 calling調用 Tide浪潮 "liquid液體 gold."
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事實上犯罪分子稱汰漬為「液體黃金」
07:07
Now, what I thought was funny滑稽 was the reaction反應
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而我認為寶僑發言人
07:09
from the P&G spokesperson發言人.
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對此作出的回應很有趣
07:11
They said, obviously明顯 tried試著 to dissociate游離 themselves他們自己 from drugs毒品,
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寶僑顯然要和毒品撇清關係
07:13
but said, "It reminds提醒 me of one thing
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但表示 :「這提醒我一樣事情
07:16
and that's the value of the brand has stayed consistent一貫." (Laughter笑聲)
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就是汰漬的品牌價值很一致(笑聲)
07:20
Which哪一個 backs up my point and shows節目 he didn't even
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這證明了我的觀點,
07:22
break打破 a sweat when he said that.
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也看得出發言人說話時毫無擔憂
07:24
So that brings帶來 me back to the connection連接 with sweat.
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這把我帶回到和汗水的聯繫
07:27
In Mexico墨西哥, Nike耐克 has run a campaign運動 recently最近
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耐吉 (Nike) 最近在墨西哥進行了
一個宣傳活動
07:29
called, literally按照字面, Bid出價 Your Sweat.
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名為「用你的汗水出價」
07:31
So you think about,
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你試想一想
07:32
these Nike耐克 shoes have got sensors傳感器 in them,
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有些耐吉鞋裡裝有感應器
07:34
or you're using運用 a Nike耐克 FuelBand燃料帶
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或者你戴了耐吉的運動腕帶
07:35
that basically基本上 tracks軌道 your movement運動, your energy能源,
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它就能檢測你的移動
07:38
your calorie卡路里 consumption消費.
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你的能量和卡路里的消耗
07:40
And what's happening事件 here, this is where you've actually其實
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實際上你被帶入了耐吉的社區
07:42
elected當選 to join加入 that Nike耐克 community社區. You've bought into it.
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你加入了他們
07:45
They're not advertising廣告 loud messages消息 at you,
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他們沒有向你大肆宣傳
07:47
and that's where advertising廣告 has started開始 to shift轉移 now
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而現在廣告也開始轉移到
07:49
is into things like services服務, tools工具 and applications應用.
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如服務、工具、應用程式上面
07:52
So Nike耐克 is literally按照字面 acting演戲 as a well-being福利 partner夥伴,
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所以耐吉扮演的角色是一名伙伴
07:55
a health健康 and fitness身體素質 partner夥伴 and service服務 provider提供商.
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一個健康、健身夥伴、服務提供者
07:58
So what happens發生 with this is they're saying, "Right,
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這個活動是這樣的,他們會說「好,
08:00
you have a data數據 dashboard儀表板. We know how far you've run,
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你有一塊數據面板,我們知道你跑了多遠
08:02
how far you've moved移動, what your calorie卡路里 intake錄取, all that sort分類 of stuff東東.
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你吸取了多少卡路里等各種信息
08:05
What you can do is, the more you run, the more points you get,
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你跑的越多,點數就越多
08:08
and we have an auction拍賣 where you can buy購買 Nike耐克 stuff東東
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然後我們安排一埸拍賣會
你就可以去購買耐吉產品了
08:11
but only by proving證明 that you've actually其實 used the product產品 to do stuff東東."
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但要證明你確實使用了耐吉的產品。」
08:15
And you can't come into this. This is purely純粹
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你不能報名參加這活動
08:17
for the community社區 that are sweating出汗
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這只限於耐吉社區的成員,他們使用耐吉產品
08:19
using運用 Nike耐克 products製品. You can't buy購買 stuff東東 with pesos比索.
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這是拿錢買不到的
08:21
This is literally按照字面 a closed關閉 environment環境, a closed關閉 auction拍賣 space空間.
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這是一個真正的封閉環境,
封閉的拍賣場所
08:26
In Africa非洲, you know, airtime通話時間 has become成為
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在非洲,廣告時間
08:30
literally按照字面 a currency貨幣 in its own擁有 right.
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已變成了一種貨幣
08:32
People are used to, because mobile移動 is king國王,
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因為流動手機是王者
08:34
they're very, very used to transferring轉移 money,
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那裡的人已習慣於
08:37
making製造 payments支付 via通過 mobile移動.
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通過手機進行轉賬或支付
08:39
And one of my favorite喜愛 examples例子 from a brand perspective透視
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有一個我很喜歡的品牌例子
08:41
going on is Vodafone沃達丰, where, in Egypt埃及,
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來自沃達豐,在埃及,
08:43
lots of people make purchases購買 in markets市場
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大眾在市場
08:46
and very small independent獨立 stores商店.
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或小商店購物時
08:48
Loose疏鬆 change更改, small change更改 is a real真實 problem問題,
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找零錢是件很麻煩的事
08:50
and what tends趨向 to happen發生 is you buy購買 a bunch of stuff東東,
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所以一般情況下
08:52
you're due應有, say,
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如你買下一堆東西
08:53
10 cents, 20 cents in change更改.
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算下來有10美分20美分的零錢
08:56
The shopkeepers店主 tend趨向 to give you things like an onion洋蔥
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店主就給你一個洋蔥
08:58
or an aspirin阿司匹林, or a piece of gum,
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一片阿司匹林或口香糖
09:00
because they don't have small change更改.
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因為他們沒有零錢
09:02
So when Vodafone沃達丰 came來了 in and saw this problem問題,
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沃達豐發現了這問題
09:04
this consumer消費者 pain疼痛 point, they created創建
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這種消費者的痛處
09:05
some small change更改 which哪一個 they call FakkaFakka,
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於是沃達豐發明了名為 Fakka 的零錢
09:07
which哪一個 literally按照字面 sits坐鎮 and is given特定
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店主可以把它用作零錢
09:09
by the shopkeepers店主 to people,
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支付給顧客
09:11
and it's credit信用 that goes straight直行 onto their mobile移動 phone電話.
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Fakka 金額可以充值到手機裡
09:14
So this currency貨幣 becomes credit信用, which哪一個 again,
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所以這零錢再次變成了帳面餘額
09:16
is really, really interesting有趣.
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這是非常有趣的例子
09:18
And we did a survey調查 that backs up the fact事實 that,
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我們曾做過的一項調查
09:20
you know, 45 percent百分 of people
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顯示在美國最重要的年齡階層裡
09:22
in this very crucial關鍵 demographic人口 in the U.S.
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約 45% 的大眾
09:25
were saying that they're comfortable自在 using運用
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表示願意使用
09:27
an independent獨立 or branded品牌 currency貨幣.
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某種獨立或品牌貨幣
09:30
So that's getting得到 really interesting有趣 here,
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所以事情變的真的有趣
09:31
a really interesting有趣 dynamic動態 going on.
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有一種很有趣的趨勢
09:34
And you think, corporations公司
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你會認為企業應
09:35
should start開始 taking服用 their assets資產 and thinking思維 of them
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把貨幣視為資產,從另一角度
09:38
in a different不同 way and trading貿易 them.
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看待它們,進行交易
09:40
And you think, is it much of a leap飛躍?
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你會想這是不是想得太遠了?
09:43
It seems似乎 farfetched牽強, but when you think about it,
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這好像遙不可及,但是你要知道
09:46
in America美國 in 1860,
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美國在 1860 年時
09:49
there were 1,600 corporations公司 issuing發行 banknotes紙幣.
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約有 1600 家企業發行紙幣
09:53
There were 8,000 kinds of notes筆記 in America美國.
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全美共有 8000 種紙幣流通
09:56
And the only thing that stopped停止 that,
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然而一件事就停止了這局面
09:57
the government政府 controlled受控 four percent百分 of the supply供應,
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就是政府控制了 4% 的貨幣供應
10:00
and the only thing that stopped停止 it
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而制止這種局面的原因
10:01
was the Civil國內 War戰爭 breaking破壞 out,
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是因為爆發了內戰
10:03
and the government政府 suddenly突然 wanted to take control控制 of the money.
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政府突然要控制貨幣的流通
10:06
So government政府, money, war戰爭, nothing changes變化 there, then.
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政府、貨幣、戰爭,這些元素從沒有改變
10:10
So what I'm going to ask is, basically基本上,
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所以我想提出的問題是
10:13
is history歷史 repeating重複 itself本身?
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歷史是否在重演?
10:15
Is technology技術 making製造 paper money feel outmoded陳舊?
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高科技會否讓紙貨幣過時?
10:19
Are we decoupling去耦 money from the government政府?
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我們是否讓貨幣和政府脫離?
10:21
You know, you think about, brands品牌 are starting開始 to fill the gaps空白.
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請你們細想一下,品牌正在填補空隙
10:24
Corporations企業 are filling填充 gaps空白 that governments政府 can't afford給予 to fill.
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企業正在填補那些政府填補不了的空隙,
10:28
So I think, you know, will we be standing常設 on stage階段
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明年今日,我想我們也許站在臺上
10:30
buying購買 a coffee咖啡 -- organic有機, fair公平 trade貿易 coffee咖啡 -- next下一個 year
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使用 TED 弗羅林或 TED 先令
10:34
using運用 TEDTED florins弗羅林 or TEDTED shillings先令?
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購買一杯有機公平貿易咖啡?
10:37
Thank you very much.
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謝謝大家
10:39
(Applause掌聲)
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(掌聲)
10:41
Thank you. (Applause掌聲)
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謝謝 (掌聲)
Translated by William Choi
Reviewed by Julia Xu

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ABOUT THE SPEAKER
Paul Kemp-Robertson - Advertising expert
Paul 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.

More profile about the speaker
Paul Kemp-Robertson | Speaker | TED.com