0:00:09.375,0:00:13.167
I'm going to talk about transparency,[br]transparency in general,

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which could be transparency in philosophy,[br]in politics, or in technology.

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Transparency leads[br]to a certain serendipity.

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A distinctive serendipity.

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This serendipity is a weapon that can be[br]used practically anywhere on the Internet.

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It will destroy many[br]of the brands all around us,

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and it will destroy these brands,[br]as it attacks our imagination,

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because our imagination is the land[br]of the brands around us.

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I'm going to do a demonstration.

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Let's take an imaginary:

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Vermeer, a 17th century Baroque painter[br]we're all familiar with,

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and there we have a brand[br]that we're also familiar with.

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A very old one that is 41 years old.

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It has been with us for four decades.

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And now I'll show you how,[br]with a little imagination,

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we can destroy a brand.

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In reality, this is nothing else[br]but a food-processing giant

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that produces yogurt in a factory.

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That has nothing to do with art,[br]let alone with Vermeer.

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What I just did,

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and what will definitively make you wonder[br]every time you see a "La Laitière" ad,

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was a little thing many Internet users[br]already know about:

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every day on the Internet,

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these unexpected messages are hammered[br]into you in a serendipitous way

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so as to destroy brands.

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This summer, you probably didn't miss

0:01:52.460,0:01:56.702
that reminder that all brands[br]have a political dimension.

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And don't listen to politicians[br]that will tell you

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that it's the fault of the Internet[br]or of social media.

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Politicians are the first to use[br]transparency to solve a critical problem:

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confidence.

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When an intense crisis of confidence hit[br]the French political world,

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the first thing they did[br]was to pass a law on transparency.

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It didn't really work, but politicians[br]forgot the dimension of transparency

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which is that transparency comes from[br]technological determinism.

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Transparency can also be used[br]by technology experts

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as a political response.

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You're familiar with Wiki-leaks,

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and it didn't escape you[br]that because of the Wiki-leaks affair,

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we no longer count on policy

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coming from transparency to impose[br]a reality and to destroy a lie.

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And it also didn't escape you

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that Wiki-leaks means[br]lots of internet users.

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These internet users[br]are called Anonymous.

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Anonymous is utterly fascinating

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because it's the first real[br]social movement of the 21st century.

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It's a movement distinctive[br]to the 21st century

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in the same way syndicalism[br]was distinctive to the 19th century,

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in the same way syndicalism was[br]distinctive to the Industrial Revolution,

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Anonymous is distinctive[br]to the digital revolution;

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And following the Wiki-leaks affair,

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the Anonymous were part[br]of all the big social protest movements,

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in the Arab world, here in France,[br]the United States, Berlin,

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in Paris, China, Istanbul,[br]or South America,

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Anonymous was in all the major events

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that touched populations,[br]until recently, in France.

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Anonymous is really interesting

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because it heralds the social debates[br]of the 21st century.

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And these debates[br]will oppose states, as we've seen,

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but also businesses,

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since Anonymous is already opposed[br]to a plethora of businesses.

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Here is one of the most well known cases.

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Four years before Sony was attacked[br]by Kim Jong-un and his formidable pirates

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(Laughter)

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four years before this sad episode

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that is easily worth as much as[br]Saddam Hussein and anthrax combined,

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Sony was attacked[br]by different kinds of enemies,

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in what was known as a digital Fukushima.

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Sony was attacked by Anonymous,

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helped by another[br]group of hackers, called LulzSec.

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And LulzSec followed[br]a very simple procedure:

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they took what used to be, at the time,[br]Sony's confidential information,

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such as credit card numbers,[br]user names, and passwords,

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and they made them public,[br]allowing endless pirating to happen.

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Users on PlayStation Network are like you.

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They always use[br]the same user name and password.

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Once I have your user name and password,

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I can access anything: the Amazon account,[br]your Paypal, your company's intranet.

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And if you work for the CIA,[br]this is a serious problem.

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This had dramatic consequences for Sony.

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Here we see Sony's share price[br]over a three-month period.

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First off we have Fukushima[br]- this took its toll on their share price-

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secondly, there was Anonymous.

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Thirdly, the arrival[br]of the infamous hacker group LulzSec

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who in a manner of speaking[br]instrumentalized Anonymous and the masses.

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Compare this to Nikkei, the equivalent[br]of CAC 40 in the Japanese market,

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and you'll see that, first of all,[br]Sony and Nikkei follow the same trends,

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and secondly, well, it all falls apart.

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After analysis,

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we see Sony has lost 3.5 billion[br]in its stock market value in this period,

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of which two thirds[br]are attributed to Anonymous.

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In the end,

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this digital Fukushima will cost Sony[br]1.7 times the real Fukushima.

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That's huge.

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And among the things[br]that deteriorated Sony's value,

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right off the bat[br]we have its brand, the Sony brand.

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So let's imagine that brands are valued[br]in the same way as companies

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in the stock exchange.

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A business's trademark is a part[br]of its worth in the stock market,

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especially when it is widely known.

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Today's problem is[br]that we are going back to a world

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where a company's brand[br]is its Achilles's heel.

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Not counting brands[br]that already have stock market value,

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there is an astronomical quantity of them

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whose prices can sometimes reach[br]ridiculous amounts.

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This year, Apple's value[br]has exceeded 100 billion dollars.

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If you take the 100 biggest[br]brands in the world,

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their total worth would be[br]2.9 trillion dollars:

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an enormous bubble.

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An enormous bubble[br]built on the relationship

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between brand equity[br]and confidence equity.

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This brand equity is calculated[br]somewhat scientifically,

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astonishingly enough,

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using the consistency

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between a company's practices[br]and the value their brand.

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And that's what will attack the masses.

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And they're going to attack[br]places we all know well:

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Facebook, Twitter, things like that.

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All of you have a Facebook account,[br]maybe a Twitter account, too.

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And maybe you've come across[br]this serendipity, two years ago,

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when the Rana Plaza[br]collapsed in Bangladesh,

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killing hundreds[br]of working women and children,

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and among the rubble and bodies[br]were found Benetton labels,

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highlighting the complete inconsistency

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between the values of the brand,[br]and the company's actions.

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The trademark disappeared.

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30 years of communication thrown away.

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You couldn't have missed this serendipity

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during the horse meat scandal.

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Again, the masses[br]are armed by serendipity.

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And in the Arab world,

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you couldn't have missed this serendipity,

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lasting all summer,

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that provoked a collapse[br]in Coca-Cola's market shares

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in the entire Arab world.

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Today's issue is[br]that businesses are becoming

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more and more attached to their brands[br]in a way that is inspired by Dorian Gray.

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On the one hand, we have a brand that is[br]public, beautiful, young, dynamic.

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On the other hand, a company

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that's rarely public, rarely young,[br]and rarely dynamic.

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On the one hand, we have values,[br]on the other, we have habits.

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On the one hand, we have a brand's imagery[br]on the other, we have reality.

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On the one hand, we have consumers,

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who are imagined abstractions[br]of publicity agents,

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and on the other,[br]we have citizens, you, me, all of us.

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Nobody here can be reduced[br]to a simple consumer,

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at least, not without a serious lobotomy.

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(Laughter)

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The issue we find ourselves in

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is that little by little, this barrier[br]between public and private,

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which we've all seen change with Facebook,[br]and the adolescents who use it,

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this barrier also exists for businesses.

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And little by little,

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the private domain of a business[br]is becoming more and more public.

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And under the impulse[br]of the crowd, little by little,

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the private workings[br]of the business will become public.

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Today marks the beginning[br]of a digital revolution,

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which will force brands to apprehend[br]transparency, without fighting against it,

0:10:09.691,0:10:14.212
but understanding[br]and manipulating this transparency,

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and taking part of it, one way or another.

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The digital revolution will force brands

0:10:18.500,0:10:21.810
to interact with the masses,[br]rather than put up with them.

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The digital revolution[br]will force trademarks

0:10:24.221,0:10:26.964
to integrate this famous serendipity.

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To make it theirs, not to be victimized.

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And finally, the digital revolution[br]will force brands

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to share the imagery[br]which was once exclusively theirs.

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Thank you.

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(Applause)