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毁掉你的不是渴望安稳,而是害怕冒险!

发布者: 千缘 | 发布时间: 2020-7-22 01:30| 查看数: 111| 评论数: 0|



I have spent the past few years putting myself into situations that are usually very difficult and at the same time somewhat dangerous. I went to prison -- difficult. I worked in a coal mine -- dangerous. I filmed in war zones -- difficult and dangerous. And I spent 30 days eating nothing but this -- fun in the beginning, little difficult in the middle, very dangerous in the end.

在过去几年里,我让自己处于既艰苦又有些危险的境地。我去了监狱 -- 艰苦,我在一个煤矿工作过 -- 危险。我在战争地区拍摄影片 -- 既艰苦又危险。我曾经在30十天里只吃这一种食品 -- 一开始很有意思,到了中间,有一点艰苦,而最后,相当危险。

In fact, most of my career, I've been immersing myself into seemingly horrible situations for the whole goal of trying to examine societal issues in a way that make them engaging, that make them interesting, that hopefully break them down in a way that make them entertaining and accessible to an audience. So when I knew I was coming here to do a TED Talk that was going to look at the world of branding and sponsorship, I knew I would want to do something a little different.

实际上,我职业生涯的大部分时间里我一直让自己身处于恶劣的情况之中,目的在于通过更吸引人,更有趣的方式来研究社会问题,我希望能把这些问题以娱乐节目的形式呈现在观众面前。于是,当我得知自己将来到这里做关于品牌和赞助的TED演讲,我意识到我想要玩点新花样。

So as some of you may or may not have heard, a couple weeks ago, I took out an ad on eBay. I sent out some Facebook messages, some Twitter messages, and I gave people the opportunity to buy the naming rights to my 2011 TED Talk.

大家可能有人听说过几周以前,我在Ebay上登了个广告,又在Facebook 和Twitter上发了一些信息。我让人们有机会购买我2011年TED演讲的冠名权。

That's right, some lucky individual, corporation, for-profit or non-profit, was going to get the once-in-a-lifetime opportunity -- because I'm sure Chris Anderson will never let it happen again -- (Laughter) to buy the naming rights to the talk you're watching right now, that at the time didn't have a title, didn't really have a lot of content and didn't really give much hint as to what the subject matter would actually be.

没错,某个幸运的个人或公司,不管是盈利性或非盈利性,将会得到此生唯一的机会 -- 因为我敢肯定克里斯·安德森决不会允许这样的事发生第二次 -- 来购买你正观看的这场演讲的冠名权,那时候,这场演讲还没有确定标题,也没有多少内容,也没有给出任何与主题相关的提示。

So what you were getting was this: Your name here presents: My TED Talk that you have no idea what the subject is and, depending on the content, could ultimately blow up in your face, especially if I make you or your company look stupid for doing it. But that being said, it's a very good media opportunity. (Laughter) You know how many people watch these TED Talks? It's a lot. That's just a working title, by the way. (Laughter) So even with that caveat, I knew that someone would buy the naming rights.

所以你所得到的是:你的大名在这里:您对我的TED演讲主题一无所知。然而,其内容决定了我最终是否会把它搞砸,假如我让您和贵公司丢人了,那可能性就大了。但话说回来,这可是打广告的绝佳机会。你知道有多少人在看TED演讲吗?人可多了。顺便说一句,这只是演讲的暂定标题。尽管做出了这样的申明,我还是相信有人会买下冠名权。

Now if you'd have asked me that a year ago, I wouldn't have been able to tell you that with any certainty. But in the new project that I'm working on, my new film, we examine the world of marketing, advertising. And as I said earlier, I put myself in some pretty horrible situations over the years, but nothing could prepare me, nothing could ready me, for anything as difficult or as dangerous as going into the rooms with these guys. (Laughter) You see, I had this idea for a movie.

如果一年以前你问我,我可不会像现在这么理直气壮。但是,在我正在筹备的新项目,也就是我新的影片中。聚彩彩票要对营销界,广告界一探究竟。正如我之前所说的这几年里,我总让自己陷入可怕的处境之中。但与此相比,最让我受尽磨练最让我尝尽苦头也是最为危险的经历,莫过于与这些人共处一室了。你们看,我有这样一个电影创意。

(Video) Morgan Spurlock: What I want to do is make a film all about product placement, marketing and advertising, where the entire film is funded by product placement, marketing and advertising. So the movie will be called "The Greatest Movie Ever Sold." So what happens in "The Greatest Movie Ever Sold," is that everything from top to bottom, from start to finish, is branded from beginning to end -- from the above-the-title sponsor that you'll see in the movie, which is brand X. Now this brand, the Qualcomm Stadium, the Staples Center ... these people will be married to the film in perpetuity -- forever.

(视频)摩根·斯普尔洛克:我想拍摄这样一部影片,讲述广告植入,市场营销,和广告宣传。而影片的赞助就来自广告植入,市场营销,和广告宣传。这部电影的名称将定为“史上最卖座电影”。所以“史上最卖座电影” 从上到下,从头到尾都布满了品牌——从放在影片名称前的赞助商是品牌X。这个品牌,Qualcomm Stadium史泰普中心... 这些人的生活与这部电影恒久地结合在了一起——永远。

And so the film explores this whole idea -- (Michael Kassan: It's redundant.) It's what? (MK: It's redundant.) In perpetuity, forever? I'm a redundant person. (MK: I'm just saying.) That was more for emphasis. It was, "In perpetuity. Forever."

这部电影探索的是这样一个观念 -- (迈克尔·坎森:这有些重复。) 有些什么?(迈克尔·坎森:这有些重复。)恒久,永远?我说话常常意思重复。(迈克尔·坎森:我就是随口说说。)这是为了强调它是“恒久,永远?!?br />
But not only are we going to have the brand X title sponsor, but we're going to make sure we sell out every category we can in the film. So maybe we sell a shoe and it becomes the greatest shoe you ever wore ... the greatest car you ever drove from "The Greatest Movie Ever Sold," the greatest drink you've ever had, courtesy of "The Greatest Movie Ever Sold."

但聚彩彩票不仅会标出某某品牌赞助商,还要在影片中将该品牌的每一系列产品都推销出去。这样,聚彩彩票卖出一双鞋,这双鞋就成为史上最合脚的鞋... “史上最卖座电影”中的车是史上最好开的车,还有史上最好喝的饮料,这样一来就使得影片成了“史上最卖座电影”。

Xavier Kochhar: So the idea is, beyond just showing that brands are a part of your life, but actually get them to finance the film? (MS: Get them to finance the film.)

泽维尔·柯查尔:那么就是说,不仅仅只是展示品牌是人们生活的一部分,而是让这些品牌赞助这部电影?(斯普尔洛克:让这些品牌赞助这部电影。)

MS: And actually we show the whole process of how does it work. The goal of this whole film is transparency. You're going to see the whole thing take place in this movie. So that's the whole concept, the whole film, start to finish. And I would love for CEG to help make it happen.

斯普尔洛克:实际上,聚彩彩票会展现营销的全过程,这部影片的拍摄目的在于透明度。在影片中,你将见证品牌营销的全过程。这就是整部电影的理念,从头至尾,贯穿影片。希望CEG能够助我一臂之力。

Robert Friedman: You know it's funny, because when I first hear it, it is the ultimate respect for an audience.

罗伯特. 弗里德曼:有意思的是,最初听到这样想法时我认为这是在对观众表示最崇高的敬意。

Guy: I don't know how receptive people are going to be to it, though.

但我不知道人们能不能接受。

XK: Do you have a perspective -- I don't want to use "angle" because that has a negative connotation -- but do you know how this is going to play out? (MS: No idea.)

泽维尔·柯查尔:对此你有没有一个预期 -- 我不想用“立场”这个词,因为它带有消极色彩——你觉得这部影片产生来什么样的结果?(斯普尔洛克:不知道。)

David Cohn: How much money does it take to do this?

大卫. 柯恩:拍摄这部影片需要多少钱?

MS: 1.5 million. (DC: Okay.)

一百五十万 (大卫·柯恩:好)

John Kamen: I think that you're going to have a hard time meeting with them, but I think it's certainly worth pursuing a couple big, really obvious brands.

约翰·卡门:我认为想要与这些品牌打交道会非常困难,但是,寻求这些大品牌的支持肯定值得一试。

XK: Who knows, maybe by the time your film comes out, we look like a bunch of blithering idiots.

泽维尔·柯查尔:谁知道啊,你的电影拍出来之后聚彩彩票可能成了一群胡吹海侃的白痴。

MS: What do you think the response is going to be?

斯普尔洛克:你觉得他们会做出什么回答?

Stuart Ruderfer: The responses mostly will be "no."

斯图尔特. 鲁德尔弗:他们大部分会拒绝。

MS: But is it a tough sell because of the film or a tough sell because of me?

斯普尔洛克:他们拒绝的原因是电影本身还是因为我本人?

JK: Both.

约翰·卡门:都有

MS: ... Meaning not so optimistic. So, sir, can you help me? I need help.

斯普尔洛克:情况不容乐观啊。先生们,你们能帮我吗?我需要帮助。

MK: I can help you.

迈克尔·坎森:我可以帮你。

MS: Okay. (MK: Good.) Awesome.

斯普尔洛克:太好了。(迈克尔·坎森:很好。) 太棒了。

MK: We've gotta figure out which brands.

迈克尔·坎森:聚彩彩票必须锁定品牌。

MS: Yeah. (MK: That's the challenge.) When you look at the people you deal with ..

斯普尔洛克:没错。(迈克尔·坎森:这很困难。) 你将要与之打交道的那些人......

MK: We've got some places we can go. (MS: Okay.) Turn the camera off.

迈克尔·坎森:聚彩彩票有一些人脉。(斯普尔洛克:好的。) 把摄像机关掉。

MS: I thought "Turn the camera off" meant, "Let's have an off-the-record conversation." Turns out it really means, "We want nothing to do with your movie."

斯普尔洛克:我以为,“把摄像机关掉” 意思是进行私下讨论。结果,它的意思是“聚彩彩票不想和你的电影扯上任何关系?!?br />
MS: And just like that, one by one, all of these companies suddenly disappeared. None of them wanted anything to do with this movie. I was amazed. They wanted absolutely nothing to do with this project. And I was blown away, because I thought the whole concept, the idea of advertising, was to get your product out in front of as many people as possible, to get as many people to see it as possible. Especially in today's world, this intersection of new media and old media and the fractured media landscape, isn't the idea to get that new buzz-worthy delivery vehicle that's going to get that message to the masses? No, that's what I thought.

斯普尔洛克:就这样,这些公司一个接着一个,统统消失了。没有一个人愿意为这部电影出力。我非常吃惊。他们对这个项目居然没有任何兴趣。我大吃一惊,我以为,打广告的理念与实质,就是把你的产品摆在尽可能多人的面前,让尽可能多的人见识到你的产品。尤其在现今世界新老媒介纵横交错。在支离破碎的媒体天下。难道不应该采用这样一种新式的传送方式把信息传递给广大民众吗?不,这只是我个人的想法。

But the problem was, you see, my idea had one fatal flaw, and that flaw was this. Actually no, that was not the flaw whatsoever. That wouldn't have been a problem at all. This would have been fine. But what this image represents was the problem. See, when you do a Google image search for transparency, this is --- This is one of the first images that comes up. So I like the way you roll, Sergey Brin. No. This is was the problem: transparency -- free from pretense or deceit; easily detected or seen through; readily understood; characterized by visibility or accessibility of information, especially concerning business practices -- that last line being probably the biggest problem. (Laughter) What else is risky? Eating an entire bowl of Cool Whip. (Laughter) That's very risky.

问题在于,你们看,我的想法有一个致命的错误,这个错误在这里。实际上不,这可一点错都没有,这不是问题所在,这是可以接受的。但是,这幅图代表了其中的问题。你瞧,如果你在谷歌图片中搜索“transparency(透明化)” 这就是 -- 这就是排在搜索结果前列的图片之一,我喜欢你的作风,谢尔盖·布林(谷歌创始人之一)。这就是问题所在:透明化 -- 决不弄虚作假,透明公开,简单易懂,具有信息可见、易于获取的特性,与商业运作息息相关——但最后一项可能是最大的问题。

You see, we hear a lot about transparency these days. Our politicians say it, our president says it, even our CEO's say it. But suddenly when it comes down to becoming a reality, something suddenly changes. But why? Well, transparency is scary -- (Roar) like that odd, still-screaming bear. It's unpredictable -- like this odd country road. And it's also very risky. What else is ... What else is risky? Eating an entirely of Cool Whip. That is very risky.

你们看,最近聚彩彩票经常听到透明化这个词。聚彩彩票的政治家们,聚彩彩票的总统甚至首席执行官们都在使用这个词。然而,轮到付诸实践的时候情况陡然发生了变化。为什么?透明化是洪水猛兽 -- (熊吼)就像这只被定格但还在吼叫的熊。它令人捉摸不透——正如这条奇怪的乡间小路,看起来凶险异常。那么还有什么是凶险的?吃掉整整一大碗Cool Whip冰淇淋,相当凶险。

Now when I started talking to companies and telling them that we wanted to tell this story, and they said, "No, we want you to tell a story. We want you to tell a story, but we just want to tell our story." See, when I was a kid and my father would catch me in some sort of a lie -- and there he is giving me the look he often gave me -- he would say, "Son, there's three sides to every story.There's your story, there's my story and there's the real story."

当我开始与公司进行对话,告诉他们聚彩彩票想要讲述这样一个故事,他们说:“哦,聚彩彩票当然想让你们讲故事啦,聚彩彩票希望你们讲故事,聚彩彩票只是希望你们讲聚彩彩票的故事?!钡蔽一故歉龊⒆?,我的父亲有时候会发现我在扯谎——他在用他一贯的方式盯着我看——他会说:“儿子,每一个故事都有三个面。这里有你的故事,有我的故事,还有真实的故事?!?br />
Now you see, with this film, we wanted to tell the real story. But with only one company, one agency willing to help me -- and that's only because I knew John Bond and Richard Kirshenbaum for years -- I realized that I would have to go on my own, I'd have to cut out the middleman and go to the companies myself with all of my team. So what you suddenly started to realize -- or what I started to realize -- is that when you started having conversations with these companies, the idea of understanding your brand is a universal problem.

你们看,聚彩彩票希望通过这部电影来讲述真实的故事。但是只有一家公司愿意帮助我——因为我与约翰·邦德和理查德·科尔申波姆有多年的交情——我意识到,求人不如求己,我必须跳过中间环节,带着我的团队直接与那些公司交涉。你突然间开始意识到——或当我开始意识到——你开始与这些公司对话时,对你自身品牌的理解是一个普遍问题。

(Video) MS: I have friends who make great big, giant Hollywood films, and I have friends who make little independent films like I make. And the friends of mine who make big, giant Hollywood movies say the reason their films are so successful is because of the brand partners that they have. And then my friends who make small independent films say, "Well, how are we supposed to compete with these big, giant Hollywood movies?"

(视频)斯普尔洛克:我有两位朋友是拍摄好莱坞大电影的,我还认识像我一样制作小成本独立电影的朋友,而我那些拍摄好莱坞电影的朋友告诉我,他们的电影之所以成功,得益于他们的品牌赞助商,而我那些制作小成本独立电影的朋友说:“聚彩彩票怎么样才能完成这些好莱坞大电影的制作呢?”

And the movie is called "The Greatest Movie Ever Sold." So how specifically will we see Ban in the film? Any time I'm ready to go, any time I open up my medicine cabinet, you will see Ban deodorant. While anytime I do an interview with someone, I can say, "Are you fresh enough for this interview? Are you ready? You look a little nervous. I want to help you calm down. So maybe you should put some one before the interview."

而这样一部电影就叫做“史上最卖座电影”。那么在影片中聚彩彩票将如何看待Ban这个品牌呢?每当我准备出门,每当我打开橱柜,你们都会看到Ban香体液,每当我与某人进行会谈,我会说:“今天会谈,你足够清新了吗?你准备好了吗?你看起来有点紧张。我来帮你放松一下?;蛐砟憧梢栽诨崽钢笆褂靡恍??!?br />
So we'll offer one of these fabulous scents. Whether it's a "Floral Fusion" or a "Paradise Winds," they'll have their chance. We will have them geared for both male or female -- solid, roll-on or stick, whatever it may be. That's the two-cent tour. So now I can answer any of your questions and give you the five-cent tour.

聚彩彩票就把这些怡人的香体液摆出来,不管是“四溢花香”或是“天堂风韵”总有一款适合您。聚彩彩票会同时面向男士女士们推出这些产品——固体型,走珠型,或膏状,各种香体液一应俱全。这就是大致情况。现在我会回答你们的任何问题,好让你们进一步了解情况。

Karen Frank: We are a smaller brand. Much like you talked about being a smaller movie, we're very much a challenger brand. So we don't have the budgets that other brands have. So doing things like this -- you know, remind people about Ban -- is kind of why were interested in it.

凯伦·弗兰克:聚彩彩票是一个知名度较小的品牌。就像你说到的小成本电影一样,聚彩彩票是一个刚起步的品牌,聚彩彩票不像其它大品牌那样财大气粗。而进行这样的宣传——你知道,能够引起人们对Ban的关注——这是吸引聚彩彩票的地方。

MS: What are the words that you would use to describe Ban? Ban is blank.

斯普尔洛克:你们会用哪些词来形容Ban这个品牌?Ban非常怎么样。

KF: That's a great question.

凯伦·弗兰克:问得好。

Woman: Superior technology.

女人:尖端科技。

MS: Technology's not the way you want to describe something somebody's putting in their armpit.

斯普尔洛克:科技不是最好的描述方式,香体液是人们擦于腋下的产品。

Man: We talk about bold, fresh. I think "fresh" is a great word that really spins this category into the positive, versus "fights odor and wetness." It keeps you fresh. How do we keep you fresher longer -- better freshness, more freshness, three times fresher. Things like that that are more of that positive benefit.

男人:聚彩彩票谈到了大胆,清新,我想“清新”是这一系列产品的积极写照,与“抑制体味,干爽舒适”相对应,它让你感觉清新,你如何让身体持久清新——更加清新,三倍清新,这些都能产生积极效果。

MS: And that's a multi-million dollar corporation. What about me? What about a regular guy? I need to go talk to the man on the street, the people who are like me, the regular Joes. They need to tell me about my brand.

那可是个身家几百万的企业集团啊。那我呢?一个普通人怎么想?我有必要问问大街上的人们,他们像我一样,是路人甲乙丙丁。他们需要告诉他们自己的品牌。

MS: How would you guys describe your brand?

斯普尔洛克:你们会怎样描述你们的品牌?

Man: Um, my brand? I don't know. I like really nice clothes.

男人:我的品牌?我不知道。我喜欢非常好的服装。

Woman: 80's revival meets skater-punk, unless it's laundry day.

女人:八十年代复古风,结合滑板朋克风格,除非今天是洗衣日。

MS: All right, what is brand Gerry?

斯普尔洛克:好,格里,什么是品牌?

Gerry: Unique. (MS: Unique.)

格里:与众不同。(斯普尔洛克:与众不同)

Man: I guess what kind of genre, style I am would be like dark glamor. I like a lot of black colors, a lot of grays and stuff like that. But usually I have an accessory, like sunglasses, or I like crystal and things like that too.

男人:我认为是我所特有的风格,应该是“暗色迷情”。我喜欢黑色,灰色之类的服饰,我通?;岽饕桓雠浼?,比如太阳眼镜,我还喜欢水晶配件。

Woman: If Dan were a brand, he might be a classic convertible Mercedes Benz.

女人:如果丹是一个品牌,那他可能会是一款经典的敞篷车,就像梅塞德斯. 奔驰。

Man 2: The brand that I am is, I would call it casual fly.

男人2:我的品牌,我会叫它“不拘一格”。

Woman 2: Part hippie, part yogi, part Brooklyn girl -- I don't know.

女人2:我有点嬉皮,也会练练瑜伽,有点布鲁克林女孩的味道--我不知道。

Man 3: I'm the pet guy. I sell pet toys all over the country, all over the world. So I guess that's my brand. In my warped little industry, that's my brand.

男人3:我喜欢养宠物,我的宠物玩具销往全国,甚至全世界。我想这就是我的品牌。在这个扭曲的小行业里,这就是我的品牌。

Man 4: My brand is FedEx because I deliver the goods.

男人4:我的品牌是“联邦快递”,我是送货的。

Man 5: Failed writer-alcoholic brand. Is that something?

男人5:“落破酗酒作家”牌。这算吗?

Lawyer: I'm a lawyer brand.

律师:我的品牌是律师。

Tom: I'm Tom.

汤姆:我是“汤姆牌”。

MS: Well we can't all be brand Tom, but I do often find myself at the intersection of dark glamor and casual fly.

斯普尔洛克:可聚彩彩票不能都成为“汤姆牌”,但我经常发现自己是“暗色迷情”和“不拘一格”的结合体。

And what I realized is I needed an expert. I needed somebody who could get inside my head, somebody who could really help me understand what they call your "brand personality." And so I found a company called Olson Zaltman in Pittsburg. They've helped companies like Nestle, Febreze, Hallmark discover that brand personality. If they could do it for them, surely they could do it for me.

我意识到,我需要的是一位专家,我需要一位能够读懂我内心所想、一位能够真正帮助我、了解何为“品牌个性”的人。于是我在匹兹堡找到了一家名为Olson Zaltman的公司。他们帮助过雀巢,宝洁公司的Febreze,贺曼(Hallmark)等品牌,发现他们的品牌个性。如果他们能够帮助那些品牌,那么他们肯定能够帮助我。

(Video) Abigail: You brought your pictures, right?

(视频)艾比加尔:你把图片都带来了对吗?

MS: I did. The very first picture is a picture of my family.

斯普尔洛克:我带了。第一张图片是我的全家福。

A: So tell me a little bit how it relates to your thoughts and feelings about who you are.

艾比加尔:请告诉我这张照片跟你对自己感想有什么联系。

MS: These are the people who shape the way I look at the world.

斯普尔洛克:这些人帮助我形成了对世界的看法。

A: Tell me about this world.

艾比加尔:这是个什么样的世界。

MS: This world? I think your world is the world that you live in -- like people who are around you, your friends, your family, the way you live your life, the job you do. All those things stemmed and started from one place, and for me they stemmed and started with my family in West Virginia.

斯普尔洛克:这个世界?我认为你的世界就是你生活的世界——你身边的所有人,你的朋友,家人,你的生活方式,你的工作。这一切都有一个生根发芽发芽的地方,而对于我这个地方就是我在西弗吉尼亚州的家。

A: What's the next one you want to talk about?

艾比加尔:下一张图呢?

MS: The next one: This was the best day ever.

斯普尔洛克:下一张:这是我最开心的一天。

A: How does this relate to your thoughts and feelings about who you are?

艾比加尔:这与你对自己的看法有什么联系呢?

MS: It's like, who do I want to be? I like things that are different. I like things that are weird. I like weird things.

斯普尔洛克:这与我想要成为什么样的人有关。我喜欢新奇的事物,我喜欢奇怪的事物。

A: Tell me about the "why" phase -- what does that do for us? What is the machete? What pupa stage are you in now? Why is it important to reboot? What does the red represent? Tell me a little bit about that part. ... A little more about you that is not who you are. What are some other metamorphoses that you've had? ... Doesn't have to be fear. What kind of roller coaster are you on?

艾比加尔:告诉我“为什么”——这对聚彩彩票有什么帮助?那把弯刀代表什么?你现在出于哪个孕育阶段?重整旗鼓为什么那么重要?红色代表什么?请解释一下这个部分,说一下哪些不符合你的风格,你经过哪些蜕变?不一定是恐惧。你所坐的是什么样的过山车?

MS: EEEEEE! (A: Thank you.) No, thank you.

斯普尔洛克:呀......! (艾比加尔:谢谢。)不,我谢谢你。

A: Thanks for you patience. (MS: Great job.)

艾比加尔:感谢你的耐心合作。(斯普尔洛克:你干得很好。)

A: Yeah. (MS: Thanks a lot.) All right.

艾比加尔:是吗。(斯普尔洛克:非常感谢。)好的。

MS: Yeah, I don't know what's going to come of this. There was a whole lot of crazy going on in there.

斯普尔洛克:唉,我不知道最后的结果如何。这其中有太多复杂繁琐的事情了。

Lindsay Zaltman: The first thing we saw was this idea that you had two distinct, but complementary sides to your brand personality -- the Morgan Spurlock brand is a mindful/play brand. Those are juxtaposed very nicely together. And I think there's almost a paradox with those. And I think some companies will just focus on one of their strengths or the other instead of focusing on both. Most companies tend to -- and it's human nature -- to avoid things that they're not sure of, avoid fear, those elements, and you really embrace those, and you actually turn them into positives for you, and it's a neat thing to see. What other brands are like that?

林赛·左特曼:这个想法的第一印象,你的品牌个性中有两个迥然不同,却相辅相成的两面——摩根·斯普尔洛克品牌是一个既有思想又玩世不恭的品牌。这两种很好地结合在一起。这两者几乎形成一个矛盾体。我认为一些公司往往只偏重其优势的其中一项而不会两者兼顾。大多数公司偏向于——这也是人之常情——回避他们把握不准的事情,回避恐惧等等。而你却正好相反。你实际上把这些都转变成了积极因素,这是很好的。那么类似的品牌有哪些呢?

The first on here is the classic, Apple. And you can see here too, Target, Wii, Mini from the Mini Coopers, and JetBlue. Now there's playful brands and mindful brands, those things that have come and gone, but a playful, mindful brand is a pretty powerful thing.

第一个就是最经典的,苹果公司另外还有Target,Wii Mini Coopers中的Mini,还有JetBlue。有些品牌是“玩世不恭”的,有些品牌是有思想深度的。而这些品牌都不长久,但一个既有思想深度,又有些玩世不恭的品牌,是非常有力量的。

MS: A playful, mindful brand. What is your brand? If somebody asked you to describe your brand identity, your brand personality, what would you be? Are you an up attribute? Are you something that gets the blood flowing? Or are you more of a down attribute? Are you something that's a little more calm, reserved, conservative? Up attributes are things like being playful, being fresh like the Fresh Prince, contemporary, adventurous, edgy or daring like Errol Flynn, nimble or agile, profane, domineering, magical or mystical like Gandalf. Or are you more of a down attribute?

斯普尔洛克:一个玩世不恭,又有思想的品牌。那么你的品牌呢?如果有人让你描述自己的品牌定位,你的品牌个性你会如何描述?你是否高调?你会让人心潮澎湃吗?或者是低调品牌?你的品牌是否较为沉稳,矜持,保守?高调品牌一般较为玩世不恭,就像Fresh Prince那样新奇、时尚、冒险,像埃罗尔·弗林那样前卫、大胆、敏捷、灵活、世俗、霸气,像甘道夫那样神奇又神秘,或者你的品牌较为低调?

Are you mindful, sophisticated like 007? Are you established, traditional, nurturing, protective, empathetic like the Oprah? Are you reliable, stable, familiar, safe, secure, sacred, contemplative or wise like the Dalai Lama or Yoda?

你像007那样深思熟虑,世故老道?你是否名声显赫、传统、孜孜不倦、保守,像奥普拉那样煽情?你是否值得信赖、稳重、熟悉、安全、可靠、神圣、充满思想与智慧,就像达赖喇嘛或尤达大师(星战人物)那样?

Over the course of this film, we had 500-plus companies who were up and down companies saying, "no," they didn't want any part of this project. They wanted nothing to do with this film, mainly because they would have no control, they would have no control over the final product. But we did get 17 brand partners who were willing to relinquish that control, who wanted to be in business with someone as mindful and as playful as myself and who ultimately empowered us to tell stories that normally we wouldn't be able to tell -- stories that an advertiser would normally never get behind.

从这部影片中,聚彩彩票发现了超过五百家高调或低调品牌的公司,他们说:“不”,他们不愿意与这部影片扯上任何关系,他们不愿意与影片扯上关系,主要是因为他们没有控制权。他们无法控制最终成品,但聚彩彩票最终还是得到了17家合作公司。他们愿意交出控制权,他们愿意和像我这样既有思想又玩世不恭的人合作。他们把讲述故事的权力完全交给了聚彩彩票,讲述那些鲜为人知的故事——那些广告商从未深入发掘的故事。

They enabled us to tell the story about neuromarketing, as we got into telling the story in this film about how now they're using MRI's to target the desire centers of your brain for both commercials as well as movie marketing. We went to San Paulo where they have banned outdoor advertising. In the entire city for the past five years, there's no billboards, there's no posters, there's no flyers, nothing.

他们让聚彩彩票讲述关于神经营销学的故事,聚彩彩票在电影中介绍他们如何先通过核磁共振成像技术 找到你大脑中控制欲求的区域之后再来做广告,拍摄营销式电影。聚彩彩票去到禁止户外广告的圣保罗。这个城市在过去整整五年里没有设任何广告牌,或张贴任何海报,没有发过任何宣传单,什么都没有。

And we went to school districts where now companies are making their way into cash-strapped schools all across America. What's incredible for me is the projects that I've gotten the most feedback out of, or I've had the most success in, are ones where I've interacted with things directly.

聚彩彩票去到学校区,在这里,各个公司试图把广告打入全美所有财政紧张的学校。让我意想不到的是,让我得到最多反馈或者让我取得最大收获的,竟然是我亲自去处理的那些事情。

And that's what these brands did. They cut out the middleman, they cut out their agencies and said, "Maybe these agencies don't have my best interest in mind. I'm going to deal directly with the artist. I'm going to work with him to create something different, something that's going to get people thinking, that's going to challenge the way we look at the world."

这些品牌就是怎么做的。他们跳过中间人,跳过中介,他们认为,这些中介可能并没有把我的利益放在首位,我将直接与艺术家交涉,我将和他一起创造出一部不同凡响的影片,让人们从中有所领悟,这将颠覆聚彩彩票对世界的看法。

And how has that been for them? Has it been successful? Well, since the film premiered at the Sundance Film Festival, let's take a look. According to Burrelles, the movie premiered in January, and since then -- and this isn't even the whole thing -- we've had 900 million media impressions for this film. That's literally covering just like a two and a half-week period. That's only online -- no print, no TV. The film hasn't even been distributed yet. It's not even online. It's not even streaming. It's not even been out into other foreign countries yet. So ultimately, this film has already started to gain a lot of momentum. And not bad for a project that almost every ad agency we talked to advised their clients not to take part.

这对人们产生了什么影响?这么做成功了吗?这部电影在圣丹斯电影节上首度上映,聚彩彩票来看看。根据Burrelles的数据,电影自一月份首度上映以来——这还不是整部电影——聚彩彩票就得到了媒体对该电影的9亿次报道。全部报道加起来时长为两周半,这还只是网络上的情况——不包括报纸杂志,或电视。这部电影甚至还没有发行,网络上没有,不能在线观看,也没有在其它国家上映。最后这部电影已经受到了广泛的关注,对于这样一部影片而已,这是个不错的成绩。聚彩彩票当时找的广告公司甚至都建议客户不要参与。

What I always believe is that if you take chances, if you take risks, that in those risks will come opportunity. I believe that when you push people away from that, you're pushing them more towards failure. I believe that when you train your employees to be risk averse, then you're preparing your whole company to be reward challenged. I feel like that what has to happen moving forward is we need to encourage people to take risks. We need to encourage people to not be afraid of opportunities that may scare them. Ultimately, moving forward, I think we have to embrace fear. We've got to put that bear in a cage. Embrace fear. Embrace risk. One big spoonful at a time, we have to embrace risk.

我始终相信,如果你敢于尝试,敢于冒险,这些风险就会成为机遇,我相信当你不让人们冒险,你就是在把他们推向失败。我相信,当你教育你的员工不去冒险,那么你就是在将整个公司的利益置于危险之中。我认为想要取得进步,聚彩彩票就必须鼓励人们敢于冒险。聚彩彩票必须鼓励人们不要害怕看似危险的机遇。最终,勇往直前。我认为聚彩彩票必须直面恐惧,必须把那只熊关进笼子里。直面恐惧,直面风险,一口接一口,直面风险。

And ultimately, we have to embrace transparency. Today, more than ever, a little honesty is going to go a long way. And that being said, through honesty and transparency, my entire talk, "Embrace Transparency," has been brought to you by my good friends at EMC, who for $7,100 bought the naming rights on eBay. (Applause) EMC: Turning big data into big opportunity for organizations all over the world. EMC presents: "Embrace Transparency."

最终,聚彩彩票必须拥抱透明化。现在,比以往任何时候,一点点诚信就能产生很强的生命力。我说过:通过诚信与透明,我这场完整版的演讲“拥抱透明化”由我在EMC的好友们赞助播出,他们以7100美元在Ebay网上买下了演讲冠名权。EMC:变庞大数据,为巨大机遇,造福全球企业。EMC为您呈现“拥抱透明化”。

Thank you very much, guys.

非常感谢各位。

June Cohen: So, Morgan, in the name of transparency, what exactly happened to that $7,100? MS: That is a fantastic question. I have in my pocket a check made out to the parent organization to the TED organization, the Sapling Foundation -- a check for $7,100 to be applied toward my attendance for next year's TED.

琼·柯翰:那么,摩根为贯彻透明化的宗旨,那7100美元被弄到哪儿去啦?斯普尔洛克:这个问题问得太好了。我口袋里有一张支票,是TED的母公司种子基金会开的一张7100美元支票,作为我明年TED的出场费。



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