How symbols and brands shape our humanity
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0:02 - 0:06Thirteen point eight billion years ago,
-
0:06 - 0:10the universe as we know it
began with a big bang, -
0:10 - 0:16and everything that we know and are
and are made of was created. -
0:17 - 0:20Fifty thousand years ago,
-
0:20 - 0:23our brains underwent
a major genetic mutation, -
0:23 - 0:28which resulted in the biological
reorganization of the brain. -
0:28 - 0:33Some scientists call this
"The Big Brain Bang." -
0:34 - 0:37Others call it "The Great Leap Forward,"
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0:37 - 0:38which I prefer.
-
0:38 - 0:40It's so much more poetic.
-
0:40 - 0:47This is when Homo sapiens began to evolve
into the modern species that we are today. -
0:48 - 0:53The Great Leap Forward activated
most of our modern abilities: -
0:53 - 0:55abstract thought, planning,
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0:56 - 0:58cooking, competitive labor,
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0:59 - 1:02language, art, music
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1:02 - 1:03and self-decoration.
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1:04 - 1:05After the Great Leap Forward,
-
1:05 - 1:10there was an explosion
of stone toolmaking, -
1:10 - 1:12more sophisticated weaponry
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1:12 - 1:15and, 32,000 years ago,
-
1:15 - 1:22the creation of our first sophisticated
mark-making on the cave walls of Lascaux. -
1:23 - 1:28It's not a coincidence that we've gone
from documenting our reality -
1:28 - 1:30on the cave walls of Lascaux
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1:30 - 1:33to the walls of Facebook.
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1:33 - 1:36And, in a very meta experience,
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1:36 - 1:41you can now a book a trip
to see the walls of Lascaux -
1:41 - 1:43on the walls of Facebook.
-
1:44 - 1:47Approximately 10,000 years ago,
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1:47 - 1:52men and women began to array
themselves with makeup. -
1:52 - 1:54They started to self-decorate.
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1:54 - 2:00But this wasn't for seductive purposes;
this was for religious convictions. -
2:00 - 2:04We wanted to be more
beautiful, purer, cleaner -
2:04 - 2:07in the eyes of something or someone
-
2:07 - 2:10that we believed
had more power than we did. -
2:11 - 2:12There is no culture
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2:13 - 2:16in recorded human history
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2:16 - 2:21that has not practiced
some form of organized worship, -
2:21 - 2:23which we now call "religion."
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2:24 - 2:28Six thousand years ago,
in an effort to unite people, -
2:28 - 2:35our ancestors began to design
telegraphic symbols to represent beliefs -
2:35 - 2:37and to identify affiliations.
-
2:38 - 2:42These symbols connected
like-minded people, -
2:42 - 2:44and they are all extraordinary.
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2:44 - 2:49These affiliations allowed us
to feel safer and more secure in groups, -
2:49 - 2:55and the sharing created consensus
around what the symbols represented. -
2:55 - 2:58With these marks,
you knew where you fit in, -
2:58 - 3:01both for the people
that were in the in crowd -
3:01 - 3:05and those, as importantly,
that were excluded. -
3:05 - 3:11These symbols were created in what
I consider to be a very bottom-up manner: -
3:11 - 3:14they were made by people for people
-
3:14 - 3:18and then shared for free among people
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3:18 - 3:22to honor the higher power
that they ascribed to. -
3:22 - 3:27What's ironic is that the higher power
actually had nothing to do with this. -
3:29 - 3:31These early affiliations,
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3:31 - 3:34they often shared
identical characteristics, -
3:34 - 3:36which is rather baffling
-
3:36 - 3:39given how scattered we were
all over the planet. -
3:39 - 3:43We constructed similar rituals,
practices and behaviors -
3:43 - 3:48no matter where we were
anywhere on the globe. -
3:48 - 3:54We constructed rituals
to create symbolic logos. -
3:54 - 3:57We built environments for worship.
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3:57 - 4:01We developed strict rules
on how to engage with each other -
4:01 - 4:03with food, with hair,
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4:03 - 4:05with birth, with death,
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4:05 - 4:07with marriage and procreation.
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4:08 - 4:12Some of the symbols
have eerie commonalities. -
4:12 - 4:18The hand of God shows up
over and over and over again. -
4:18 - 4:22It shows up as the hamsa hand
in Mesopotamia. -
4:22 - 4:25It shows us as the hand
of Fatima in Islam. -
4:25 - 4:29It shows up as the hand
of Miriam in Judaism. -
4:29 - 4:35Now, when we didn't agree
on what our beliefs and behaviors were -
4:35 - 4:36in regards to others,
-
4:36 - 4:40if we felt that somebody
else's were incorrect, -
4:40 - 4:42we began to fight,
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4:42 - 4:45and many of our first wars were religious.
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4:45 - 4:48Our flags were used on the battlefield
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4:48 - 4:52to signify which side
of the battlefield we belonged to, -
4:52 - 4:56because that was the only way
to be able to tell friend from foe. -
4:56 - 4:58We all looked alike.
-
4:58 - 5:03And now our flags are on
mass-manufactured uniforms -
5:03 - 5:05that we are making.
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5:05 - 5:08Logos on products
to identify a maker came next, -
5:08 - 5:14and brands were given
legal recognition on January 1, 1876, -
5:14 - 5:17with the advent of the Trademarks
Registration Act. -
5:17 - 5:22The first trademarked brand was Bass Ale,
-
5:22 - 5:26and I kind of wonder what that says
about our humanity -
5:26 - 5:30that first trademarked brand
was an alcoholic beverage. -
5:31 - 5:33Now, here is what I consider to be
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5:33 - 5:37the first case of branded
product placement. -
5:37 - 5:41There are bottles of Bass Ale behind me
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5:41 - 5:44with the logo accurately presented here
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5:44 - 5:49in this very famous painting
in 1882 by Édouard Manet. -
5:50 - 5:56One of the most widely recognized
logos in the world today -
5:56 - 5:57is the Nike swoosh,
-
5:57 - 6:01which was introduced in 1971.
-
6:01 - 6:03Carolyn Davidson,
a graphic design student, -
6:03 - 6:08originally created the logo
for 35 dollars. -
6:09 - 6:15Upon seeing it,
Nike CEO Phil Knight stated, -
6:15 - 6:16"I don't love it
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6:17 - 6:20but maybe it will grow on me."
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6:20 - 6:22Maybe it will grow on me.
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6:23 - 6:25But why is the swoosh so popular?
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6:25 - 6:27Why is the swoosh so popular?
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6:27 - 6:28Is it the mark?
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6:29 - 6:31Or is the marketing?
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6:32 - 6:35And what can we make of the fact
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6:35 - 6:39that the Nike swoosh seems to be
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6:39 - 6:43the Newport logo upside down
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6:44 - 6:48or the Capital One logo on its side?
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6:49 - 6:52That is not the only logo
with a shared identity. -
6:54 - 7:00This next logo is a logo
that has a shared identity -
7:00 - 7:03with wholly different meanings.
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7:03 - 7:05As a Jewish person,
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7:05 - 7:07I believe that this logo,
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7:08 - 7:10this swastika,
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7:10 - 7:13is the most heinous logo of all time.
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7:13 - 7:17But it actually has
a rather surprising trajectory. -
7:17 - 7:21The word "swastika" originally comes from
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7:21 - 7:25the ancient Sanskrit word "svastika,"
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7:25 - 7:28which actually means "good fortune,"
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7:28 - 7:30"luck" and "well-being."
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7:31 - 7:35In the early 1900s,
before it was appropriated by Hitler, -
7:35 - 7:38it was used by Coca-Cola
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7:39 - 7:41on a good luck bottle opener.
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7:41 - 7:46The American Biscuit Company
prominently registered the mark -
7:46 - 7:48and put it on boxes of cookies.
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7:48 - 7:52The US Playing Card Company
registered the mark in 1921 -
7:52 - 7:54for Fortune Playing Cards.
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7:54 - 7:59The Boy Scouts used
the mark on shoes in 1910, -
7:59 - 8:06and the symbol was also featured
on cigar labels, boxtops, road signs -
8:06 - 8:08and even poker chips.
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8:08 - 8:13Even the Jain made use of the logo
along with a hand of God -
8:13 - 8:15many millennia ago.
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8:15 - 8:18These marks were identical,
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8:18 - 8:20but with use as a Nazi symbol,
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8:20 - 8:23the impact became very, very different.
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8:23 - 8:25The hand of God,
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8:25 - 8:27the Nike swoosh
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8:27 - 8:29and the swastika:
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8:29 - 8:35they all demonstrate how we've been
manufacturing meaning with visual language -
8:35 - 8:37over millennia.
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8:38 - 8:40It's a behavior that's
almost as old as we are. -
8:41 - 8:43Today, in the United States,
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8:43 - 8:49there are over 116,000 malls,
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8:49 - 8:52and they all look pretty much the same.
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8:52 - 8:55There are more than 40,000 supermarkets,
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8:55 - 8:59and they each have over 40,000 items.
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8:59 - 9:02If you went shopping for bottled water,
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9:02 - 9:05you'd have over 80 options to choose from.
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9:05 - 9:08Since their launch in 1912,
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9:08 - 9:15you could choose from over 100
flavors and variants of Oreo cookies. -
9:15 - 9:18Now, is this a good thing
-
9:18 - 9:20or is it a bad thing?
-
9:21 - 9:24Is a plethora of choice
necessary in a free market? -
9:25 - 9:28I believe it is both a good and bad thing,
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9:29 - 9:31as humans are both good and bad,
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9:31 - 9:36and we're the ones creating
and using and buying these brands. -
9:36 - 9:38However, I think that the question
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9:38 - 9:44of whether this behavior is good or bad
is actually secondary -
9:44 - 9:46to understanding why --
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9:47 - 9:51why we behave this way in the first place.
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9:53 - 9:54Here's the thing:
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9:55 - 9:58every one of our mass-marketed products
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9:58 - 10:01are what I consider to be top-down brands.
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10:01 - 10:04They're still created by people,
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10:04 - 10:09but they are owned, operated,
manufactured, advertised, -
10:09 - 10:13designed, promoted
and distributed by the corporation -
10:13 - 10:17and pushed down and sold
to the consumer for financial gain. -
10:17 - 10:21These corporations have
a responsibility to a P and L -
10:21 - 10:23with an expectation of an ROI
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10:23 - 10:29and have names like P and G
and AT and T and J and J. -
10:31 - 10:36And that's pretty much the way it's been
for the last couple of hundred years: -
10:36 - 10:39a top-down model
controlled by the corporation. -
10:41 - 10:44Until 2011.
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10:44 - 10:48That's when we began to see evidence
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10:48 - 10:52of real, significant, far-reaching change.
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10:52 - 10:56The Arab Spring and Occupy Wall Street
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10:56 - 10:59proved how the internet
could amplify messages -
10:59 - 11:02and connect like-minded people
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11:02 - 11:05with powerful beliefs to inspire change.
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11:05 - 11:08We witnessed a cultural shift
via social media -
11:08 - 11:12with hashtags like #MeToo
and #BlackLivesMatter. -
11:13 - 11:16In its wake, the discipline of branding
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11:16 - 11:20has transformed more in the last 10 years
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11:20 - 11:24than it has in the last 10,000,
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11:24 - 11:27and for the first time in modern history,
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11:27 - 11:30the most popular, influential brands
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11:30 - 11:34are not brands being pushed
down by the corporation. -
11:34 - 11:39They are brands being pushed up
by the people, for the people, -
11:39 - 11:44for the sole purpose of changing the world
and making it a better place. -
11:44 - 11:48Our greatest innovations aren't brands
providing a different form -
11:48 - 11:51or a different flavor
of our favorite snack. -
11:51 - 11:55Our greatest innovations
are the creation of brands -
11:55 - 11:57that can make a difference in our lives
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11:57 - 12:00and reflect the kind of world
that we want to live in. -
12:01 - 12:03In November of 2016,
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12:03 - 12:06Krista Suh, Jayna Zweiman and Kat Coyle
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12:06 - 12:11created a hat to be worn
at the Women's March in Washington, DC. -
12:11 - 12:14(Applause)
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12:15 - 12:18This was the day after
the presidential inauguration. -
12:18 - 12:23Two months later,
on January 21, 2017, -
12:23 - 12:29millions of people all over the world
wore handmade pink pussyhats -
12:29 - 12:32in support of the Women's March
all over the world. -
12:33 - 12:36The hat was not created
for any financial benefit. -
12:36 - 12:40Like our religious symbols
created thousands of years ago, -
12:40 - 12:43the hat was created
by the people, for the people -
12:43 - 12:49to serve what I believe
is the highest benefit of branding: -
12:49 - 12:51to unite people in the communication
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12:51 - 12:53of shared ideals.
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12:54 - 12:57The pink pussyhat became
a mark for a movement. -
12:57 - 13:01In a very short time,
two months, -
13:01 - 13:04it became universally recognizable.
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13:05 - 13:08It connected an audience
in an unprecedented way. -
13:09 - 13:11It is a brand,
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13:11 - 13:13but it is more than that.
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13:13 - 13:17Today, the pink pussyhat is proof positive
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13:17 - 13:20that branding is not just
a tool of capitalism. -
13:21 - 13:25Branding is the profound
manifestation of the human spirit. -
13:26 - 13:33The condition of branding has always
reflected the condition of our culture. -
13:34 - 13:36It is our responsibility
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13:36 - 13:41to continue to leverage
the democratic power branding provides, -
13:41 - 13:43and it is our responsibility
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13:44 - 13:46to design a culture that reflects
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13:47 - 13:48and honors
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13:49 - 13:51the kind of world we want to live in.
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13:52 - 13:53Thank you.
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13:53 - 13:56(Applause)
- Title:
- How symbols and brands shape our humanity
- Speaker:
- Debbie Millman
- Description:
-
"Branding is the profound manifestation of the human spirit," says designer and podcaster Debbie Millman. In a historical odyssey that she illustrated herself, Millman traces the evolution of branding, from cave paintings to flags to beer labels and beyond. She explores the power of symbols to unite people, beginning with prehistoric communities who used them to represent beliefs and identify affiliations to modern companies that adopt logos and trademarks to market their products -- and explains how branding reflects the state of humanity.
- Video Language:
- English
- Team:
- closed TED
- Project:
- TEDTalks
- Duration:
- 13:46
Erin Gregory edited English subtitles for How symbols and brands shape our humanity | ||
Erin Gregory edited English subtitles for How symbols and brands shape our humanity | ||
Brian Greene edited English subtitles for How symbols and brands shape our humanity | ||
Brian Greene edited English subtitles for How symbols and brands shape our humanity | ||
Brian Greene edited English subtitles for How symbols and brands shape our humanity | ||
Erin Gregory approved English subtitles for How symbols and brands shape our humanity | ||
Erin Gregory edited English subtitles for How symbols and brands shape our humanity | ||
Erin Gregory edited English subtitles for How symbols and brands shape our humanity |