[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:09.38,0:00:13.17,Default,,0000,0000,0000,,I'm going to talk about transparency,\Ntransparency in general,
Dialogue: 0,0:00:13.17,0:00:18.70,Default,,0000,0000,0000,,which could be transparency in philosophy,\Nin politics, or in technology.
Dialogue: 0,0:00:18.70,0:00:22.16,Default,,0000,0000,0000,,Transparency leads\Nto a certain serendipity.
Dialogue: 0,0:00:22.16,0:00:24.87,Default,,0000,0000,0000,,A distinctive serendipity.
Dialogue: 0,0:00:24.87,0:00:31.56,Default,,0000,0000,0000,,This serendipity is a weapon that can be\Nused practically anywhere on the Internet.
Dialogue: 0,0:00:31.94,0:00:35.35,Default,,0000,0000,0000,,It will destroy many\Nof the brands all around us,
Dialogue: 0,0:00:35.35,0:00:39.14,Default,,0000,0000,0000,,and it will destroy these brands,\Nas it attacks our imagination,
Dialogue: 0,0:00:39.14,0:00:44.42,Default,,0000,0000,0000,,because our imagination is the land\Nof the brands around us.
Dialogue: 0,0:00:44.42,0:00:46.53,Default,,0000,0000,0000,,I'm going to do a demonstration.
Dialogue: 0,0:00:46.54,0:00:49.32,Default,,0000,0000,0000,,Let's take an imaginary:
Dialogue: 0,0:00:49.32,0:00:53.95,Default,,0000,0000,0000,,Vermeer, a 17th century Baroque painter\Nwe're all familiar with,
Dialogue: 0,0:00:54.74,0:00:59.26,Default,,0000,0000,0000,,and there we have a brand\Nthat we're also familiar with.
Dialogue: 0,0:00:59.26,0:01:02.91,Default,,0000,0000,0000,,A very old one that is 41 years old.
Dialogue: 0,0:01:02.91,0:01:07.16,Default,,0000,0000,0000,,It has been with us for four decades.
Dialogue: 0,0:01:07.16,0:01:11.02,Default,,0000,0000,0000,,And now I'll show you how,\Nwith a little imagination,
Dialogue: 0,0:01:11.02,0:01:12.70,Default,,0000,0000,0000,,we can destroy a brand.
Dialogue: 0,0:01:12.70,0:01:15.77,Default,,0000,0000,0000,,In reality, this is nothing else\Nbut a food-processing giant
Dialogue: 0,0:01:15.77,0:01:18.81,Default,,0000,0000,0000,,that produces yogurt in a factory.
Dialogue: 0,0:01:18.81,0:01:23.11,Default,,0000,0000,0000,,That has nothing to do with art,\Nlet alone with Vermeer.
Dialogue: 0,0:01:24.28,0:01:26.29,Default,,0000,0000,0000,,What I just did,
Dialogue: 0,0:01:26.29,0:01:32.40,Default,,0000,0000,0000,,and what will definitively make you wonder\Nevery time you see a "La Laitière" ad,
Dialogue: 0,0:01:32.40,0:01:37.58,Default,,0000,0000,0000,,was a little thing many Internet users\Nalready know about:
Dialogue: 0,0:01:37.59,0:01:40.76,Default,,0000,0000,0000,,every day on the Internet,
Dialogue: 0,0:01:40.76,0:01:45.15,Default,,0000,0000,0000,,these unexpected messages are hammered\Ninto you in a serendipitous way
Dialogue: 0,0:01:45.15,0:01:48.15,Default,,0000,0000,0000,,so as to destroy brands.
Dialogue: 0,0:01:48.15,0:01:52.46,Default,,0000,0000,0000,,This summer, you probably didn't miss
Dialogue: 0,0:01:52.46,0:01:56.70,Default,,0000,0000,0000,,that reminder that all brands\Nhave a political dimension.
Dialogue: 0,0:01:56.70,0:01:59.89,Default,,0000,0000,0000,,And don't listen to politicians\Nthat will tell you
Dialogue: 0,0:01:59.89,0:02:03.25,Default,,0000,0000,0000,,that it's the fault of the Internet\Nor of social media.
Dialogue: 0,0:02:03.25,0:02:08.53,Default,,0000,0000,0000,,Politicians are the first to use\Ntransparency to solve a critical problem:
Dialogue: 0,0:02:09.55,0:02:10.93,Default,,0000,0000,0000,,confidence.
Dialogue: 0,0:02:11.82,0:02:16.40,Default,,0000,0000,0000,,When an intense crisis of confidence hit\Nthe French political world,
Dialogue: 0,0:02:16.40,0:02:20.42,Default,,0000,0000,0000,,the first thing they did\Nwas to pass a law on transparency.
Dialogue: 0,0:02:20.100,0:02:25.68,Default,,0000,0000,0000,,It didn't really work, but politicians\Nforgot the dimension of transparency
Dialogue: 0,0:02:25.69,0:02:30.51,Default,,0000,0000,0000,,which is that transparency comes from\Ntechnological determinism.
Dialogue: 0,0:02:30.51,0:02:35.50,Default,,0000,0000,0000,,Transparency can also be used\Nby technology experts
Dialogue: 0,0:02:35.50,0:02:37.70,Default,,0000,0000,0000,,as a political response.
Dialogue: 0,0:02:38.63,0:02:40.21,Default,,0000,0000,0000,,You're familiar with Wiki-leaks,
Dialogue: 0,0:02:40.21,0:02:44.56,Default,,0000,0000,0000,,and it didn't escape you\Nthat because of the Wiki-leaks affair,
Dialogue: 0,0:02:44.57,0:02:47.86,Default,,0000,0000,0000,,we no longer count on policy
Dialogue: 0,0:02:47.86,0:02:53.62,Default,,0000,0000,0000,,coming from transparency to impose\Na reality and to destroy a lie.
Dialogue: 0,0:02:53.62,0:02:56.29,Default,,0000,0000,0000,,And it also didn't escape you
Dialogue: 0,0:02:56.29,0:03:00.21,Default,,0000,0000,0000,,that Wiki-leaks means\Nlots of internet users.
Dialogue: 0,0:03:01.45,0:03:04.94,Default,,0000,0000,0000,,These internet users\Nare called Anonymous.
Dialogue: 0,0:03:04.94,0:03:06.81,Default,,0000,0000,0000,,Anonymous is utterly fascinating
Dialogue: 0,0:03:06.81,0:03:11.30,Default,,0000,0000,0000,,because it's the first real\Nsocial movement of the 21st century.
Dialogue: 0,0:03:11.30,0:03:13.55,Default,,0000,0000,0000,,It's a movement distinctive\Nto the 21st century
Dialogue: 0,0:03:13.55,0:03:16.59,Default,,0000,0000,0000,,in the same way syndicalism\Nwas distinctive to the 19th century,
Dialogue: 0,0:03:16.59,0:03:20.85,Default,,0000,0000,0000,,in the same way syndicalism was\Ndistinctive to the Industrial Revolution,
Dialogue: 0,0:03:20.85,0:03:23.71,Default,,0000,0000,0000,,Anonymous is distinctive\Nto the digital revolution;
Dialogue: 0,0:03:24.54,0:03:28.25,Default,,0000,0000,0000,,And following the Wiki-leaks affair,
Dialogue: 0,0:03:28.27,0:03:34.63,Default,,0000,0000,0000,,the Anonymous were part\Nof all the big social protest movements,
Dialogue: 0,0:03:34.63,0:03:40.38,Default,,0000,0000,0000,,in the Arab world, here in France,\Nthe United States, Berlin,
Dialogue: 0,0:03:40.38,0:03:45.91,Default,,0000,0000,0000,,in Paris, China, Istanbul,\Nor South America,
Dialogue: 0,0:03:45.91,0:03:49.85,Default,,0000,0000,0000,,Anonymous was in all the major events
Dialogue: 0,0:03:49.85,0:03:53.44,Default,,0000,0000,0000,,that touched populations,\Nuntil recently, in France.
Dialogue: 0,0:03:54.57,0:03:56.53,Default,,0000,0000,0000,,Anonymous is really interesting
Dialogue: 0,0:03:56.53,0:04:00.42,Default,,0000,0000,0000,,because it heralds the social debates\Nof the 21st century.
Dialogue: 0,0:04:00.43,0:04:05.78,Default,,0000,0000,0000,,And these debates\Nwill oppose states, as we've seen,
Dialogue: 0,0:04:05.78,0:04:07.83,Default,,0000,0000,0000,,but also businesses,
Dialogue: 0,0:04:07.84,0:04:11.26,Default,,0000,0000,0000,,since Anonymous is already opposed\Nto a plethora of businesses.
Dialogue: 0,0:04:11.26,0:04:13.94,Default,,0000,0000,0000,,Here is one of the most well known cases.
Dialogue: 0,0:04:16.67,0:04:21.21,Default,,0000,0000,0000,,Four years before Sony was attacked\Nby Kim Jong-un and his formidable pirates
Dialogue: 0,0:04:21.24,0:04:22.59,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:04:22.59,0:04:25.20,Default,,0000,0000,0000,,four years before this sad episode
Dialogue: 0,0:04:25.20,0:04:28.93,Default,,0000,0000,0000,,that is easily worth as much as\NSaddam Hussein and anthrax combined,
Dialogue: 0,0:04:28.93,0:04:33.50,Default,,0000,0000,0000,,Sony was attacked\Nby different kinds of enemies,
Dialogue: 0,0:04:33.50,0:04:37.38,Default,,0000,0000,0000,,in what was known as a digital Fukushima.
Dialogue: 0,0:04:37.42,0:04:40.79,Default,,0000,0000,0000,,Sony was attacked by Anonymous,
Dialogue: 0,0:04:40.79,0:04:44.58,Default,,0000,0000,0000,,helped by another\Ngroup of hackers, called LulzSec.
Dialogue: 0,0:04:46.23,0:04:50.12,Default,,0000,0000,0000,,And LulzSec followed\Na very simple procedure:
Dialogue: 0,0:04:50.12,0:04:55.92,Default,,0000,0000,0000,,they took what used to be, at the time,\NSony's confidential information,
Dialogue: 0,0:04:55.92,0:04:59.44,Default,,0000,0000,0000,,such as credit card numbers,\Nuser names, and passwords,
Dialogue: 0,0:04:59.44,0:05:04.79,Default,,0000,0000,0000,,and they made them public,\Nallowing endless pirating to happen.
Dialogue: 0,0:05:04.79,0:05:08.38,Default,,0000,0000,0000,,Users on PlayStation Network are like you.
Dialogue: 0,0:05:08.39,0:05:10.90,Default,,0000,0000,0000,,They always use\Nthe same user name and password.
Dialogue: 0,0:05:10.90,0:05:12.84,Default,,0000,0000,0000,,Once I have your user name and password,
Dialogue: 0,0:05:12.84,0:05:18.54,Default,,0000,0000,0000,,I can access anything: the Amazon account,\Nyour Paypal, your company's intranet.
Dialogue: 0,0:05:18.55,0:05:22.08,Default,,0000,0000,0000,,And if you work for the CIA,\Nthis is a serious problem.
Dialogue: 0,0:05:22.08,0:05:24.74,Default,,0000,0000,0000,,This had dramatic consequences for Sony.
Dialogue: 0,0:05:24.74,0:05:28.18,Default,,0000,0000,0000,,Here we see Sony's share price\Nover a three-month period.
Dialogue: 0,0:05:28.57,0:05:33.38,Default,,0000,0000,0000,,First off we have Fukushima\N- this took its toll on their share price-
Dialogue: 0,0:05:33.38,0:05:35.83,Default,,0000,0000,0000,,secondly, there was Anonymous.
Dialogue: 0,0:05:35.84,0:05:39.37,Default,,0000,0000,0000,,Thirdly, the arrival\Nof the infamous hacker group LulzSec
Dialogue: 0,0:05:39.38,0:05:43.33,Default,,0000,0000,0000,,who in a manner of speaking\Ninstrumentalized Anonymous and the masses.
Dialogue: 0,0:05:43.34,0:05:47.67,Default,,0000,0000,0000,,Compare this to Nikkei, the equivalent\Nof CAC 40 in the Japanese market,
Dialogue: 0,0:05:47.69,0:05:52.11,Default,,0000,0000,0000,,and you'll see that, first of all,\NSony and Nikkei follow the same trends,
Dialogue: 0,0:05:52.11,0:05:54.35,Default,,0000,0000,0000,,and secondly, well, it all falls apart.
Dialogue: 0,0:05:54.35,0:05:56.44,Default,,0000,0000,0000,,After analysis,
Dialogue: 0,0:05:56.44,0:06:01.60,Default,,0000,0000,0000,,we see Sony has lost 3.5 billion\Nin its stock market value in this period,
Dialogue: 0,0:06:01.60,0:06:05.61,Default,,0000,0000,0000,,of which two thirds\Nare attributed to Anonymous.
Dialogue: 0,0:06:05.61,0:06:07.31,Default,,0000,0000,0000,,In the end,
Dialogue: 0,0:06:07.31,0:06:12.58,Default,,0000,0000,0000,,this digital Fukushima will cost Sony\N1.7 times the real Fukushima.
Dialogue: 0,0:06:13.39,0:06:15.08,Default,,0000,0000,0000,,That's huge.
Dialogue: 0,0:06:15.09,0:06:19.92,Default,,0000,0000,0000,,And among the things\Nthat deteriorated Sony's value,
Dialogue: 0,0:06:19.92,0:06:23.52,Default,,0000,0000,0000,,right off the bat\Nwe have its brand, the Sony brand.
Dialogue: 0,0:06:23.52,0:06:27.50,Default,,0000,0000,0000,,So let's imagine that brands are valued\Nin the same way as companies
Dialogue: 0,0:06:27.50,0:06:29.10,Default,,0000,0000,0000,,in the stock exchange.
Dialogue: 0,0:06:29.10,0:06:32.58,Default,,0000,0000,0000,,A business's trademark is a part\Nof its worth in the stock market,
Dialogue: 0,0:06:32.58,0:06:35.68,Default,,0000,0000,0000,,especially when it is widely known.
Dialogue: 0,0:06:35.68,0:06:38.47,Default,,0000,0000,0000,,Today's problem is\Nthat we are going back to a world
Dialogue: 0,0:06:38.47,0:06:41.30,Default,,0000,0000,0000,,where a company's brand\Nis its Achilles's heel.
Dialogue: 0,0:06:43.80,0:06:46.90,Default,,0000,0000,0000,,Not counting brands\Nthat already have stock market value,
Dialogue: 0,0:06:46.90,0:06:49.48,Default,,0000,0000,0000,,there is an astronomical quantity of them
Dialogue: 0,0:06:49.48,0:06:53.34,Default,,0000,0000,0000,,whose prices can sometimes reach\Nridiculous amounts.
Dialogue: 0,0:06:53.34,0:06:56.97,Default,,0000,0000,0000,,This year, Apple's value\Nhas exceeded 100 billion dollars.
Dialogue: 0,0:06:56.97,0:07:00.26,Default,,0000,0000,0000,,If you take the 100 biggest\Nbrands in the world,
Dialogue: 0,0:07:00.26,0:07:06.44,Default,,0000,0000,0000,,their total worth would be\N2.9 trillion dollars:
Dialogue: 0,0:07:06.44,0:07:08.59,Default,,0000,0000,0000,,an enormous bubble.
Dialogue: 0,0:07:08.59,0:07:11.32,Default,,0000,0000,0000,,An enormous bubble\Nbuilt on the relationship
Dialogue: 0,0:07:11.32,0:07:14.99,Default,,0000,0000,0000,,between brand equity\Nand confidence equity.
Dialogue: 0,0:07:14.99,0:07:17.99,Default,,0000,0000,0000,,This brand equity is calculated\Nsomewhat scientifically,
Dialogue: 0,0:07:17.99,0:07:19.48,Default,,0000,0000,0000,,astonishingly enough,
Dialogue: 0,0:07:19.48,0:07:21.79,Default,,0000,0000,0000,,using the consistency
Dialogue: 0,0:07:21.79,0:07:26.17,Default,,0000,0000,0000,,between a company's practices\Nand the value their brand.
Dialogue: 0,0:07:26.88,0:07:29.60,Default,,0000,0000,0000,,And that's what will attack the masses.
Dialogue: 0,0:07:29.60,0:07:32.76,Default,,0000,0000,0000,,And they're going to attack\Nplaces we all know well:
Dialogue: 0,0:07:32.76,0:07:36.83,Default,,0000,0000,0000,,Facebook, Twitter, things like that.
Dialogue: 0,0:07:36.83,0:07:39.96,Default,,0000,0000,0000,,All of you have a Facebook account,\Nmaybe a Twitter account, too.
Dialogue: 0,0:07:39.96,0:07:46.04,Default,,0000,0000,0000,,And maybe you've come across\Nthis serendipity, two years ago,
Dialogue: 0,0:07:46.04,0:07:48.58,Default,,0000,0000,0000,,when the Rana Plaza\Ncollapsed in Bangladesh,
Dialogue: 0,0:07:48.59,0:07:51.38,Default,,0000,0000,0000,,killing hundreds\Nof working women and children,
Dialogue: 0,0:07:51.38,0:07:56.15,Default,,0000,0000,0000,,and among the rubble and bodies\Nwere found Benetton labels,
Dialogue: 0,0:07:56.15,0:07:58.69,Default,,0000,0000,0000,,highlighting the complete inconsistency
Dialogue: 0,0:07:58.69,0:08:03.52,Default,,0000,0000,0000,,between the values of the brand,\Nand the company's actions.
Dialogue: 0,0:08:03.52,0:08:06.13,Default,,0000,0000,0000,,The trademark disappeared.
Dialogue: 0,0:08:06.13,0:08:09.58,Default,,0000,0000,0000,,30 years of communication thrown away.
Dialogue: 0,0:08:10.40,0:08:14.45,Default,,0000,0000,0000,,You couldn't have missed this serendipity
Dialogue: 0,0:08:15.31,0:08:17.80,Default,,0000,0000,0000,,during the horse meat scandal.
Dialogue: 0,0:08:18.57,0:08:24.43,Default,,0000,0000,0000,,Again, the masses\Nare armed by serendipity.
Dialogue: 0,0:08:25.38,0:08:27.44,Default,,0000,0000,0000,,And in the Arab world,
Dialogue: 0,0:08:27.44,0:08:31.87,Default,,0000,0000,0000,,you couldn't have missed this serendipity,
Dialogue: 0,0:08:32.95,0:08:35.41,Default,,0000,0000,0000,,lasting all summer,
Dialogue: 0,0:08:35.41,0:08:38.61,Default,,0000,0000,0000,,that provoked a collapse\Nin Coca-Cola's market shares
Dialogue: 0,0:08:38.61,0:08:41.44,Default,,0000,0000,0000,,in the entire Arab world.
Dialogue: 0,0:08:41.44,0:08:46.04,Default,,0000,0000,0000,,Today's issue is\Nthat businesses are becoming
Dialogue: 0,0:08:46.04,0:08:52.10,Default,,0000,0000,0000,,more and more attached to their brands\Nin a way that is inspired by Dorian Gray.
Dialogue: 0,0:08:52.10,0:08:56.85,Default,,0000,0000,0000,,On the one hand, we have a brand that is\Npublic, beautiful, young, dynamic.
Dialogue: 0,0:08:56.85,0:08:59.86,Default,,0000,0000,0000,,On the other hand, a company
Dialogue: 0,0:08:59.86,0:09:04.79,Default,,0000,0000,0000,,that's rarely public, rarely young,\Nand rarely dynamic.
Dialogue: 0,0:09:05.54,0:09:10.60,Default,,0000,0000,0000,,On the one hand, we have values,\Non the other, we have habits.
Dialogue: 0,0:09:10.60,0:09:15.77,Default,,0000,0000,0000,,On the one hand, we have a brand's imagery\Non the other, we have reality.
Dialogue: 0,0:09:15.77,0:09:18.11,Default,,0000,0000,0000,,On the one hand, we have consumers,
Dialogue: 0,0:09:18.11,0:09:21.01,Default,,0000,0000,0000,,who are imagined abstractions\Nof publicity agents,
Dialogue: 0,0:09:21.01,0:09:25.55,Default,,0000,0000,0000,,and on the other,\Nwe have citizens, you, me, all of us.
Dialogue: 0,0:09:25.55,0:09:28.78,Default,,0000,0000,0000,,Nobody here can be reduced\Nto a simple consumer,
Dialogue: 0,0:09:28.78,0:09:31.18,Default,,0000,0000,0000,,at least, not without a serious lobotomy.
Dialogue: 0,0:09:31.18,0:09:32.51,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:09:32.51,0:09:33.95,Default,,0000,0000,0000,,The issue we find ourselves in
Dialogue: 0,0:09:33.95,0:09:38.70,Default,,0000,0000,0000,,is that little by little, this barrier\Nbetween public and private,
Dialogue: 0,0:09:38.71,0:09:43.90,Default,,0000,0000,0000,,which we've all seen change with Facebook,\Nand the adolescents who use it,
Dialogue: 0,0:09:43.90,0:09:46.66,Default,,0000,0000,0000,,this barrier also exists for businesses.
Dialogue: 0,0:09:46.66,0:09:48.11,Default,,0000,0000,0000,,And little by little,
Dialogue: 0,0:09:48.11,0:09:52.01,Default,,0000,0000,0000,,the private domain of a business\Nis becoming more and more public.
Dialogue: 0,0:09:52.01,0:09:55.91,Default,,0000,0000,0000,,And under the impulse\Nof the crowd, little by little,
Dialogue: 0,0:09:55.91,0:09:59.29,Default,,0000,0000,0000,,the private workings\Nof the business will become public.
Dialogue: 0,0:09:59.29,0:10:02.71,Default,,0000,0000,0000,,Today marks the beginning\Nof a digital revolution,
Dialogue: 0,0:10:02.71,0:10:09.69,Default,,0000,0000,0000,,which will force brands to apprehend\Ntransparency, without fighting against it,
Dialogue: 0,0:10:09.69,0:10:14.21,Default,,0000,0000,0000,,but understanding\Nand manipulating this transparency,
Dialogue: 0,0:10:14.21,0:10:16.26,Default,,0000,0000,0000,,and taking part of it, one way or another.
Dialogue: 0,0:10:16.26,0:10:18.50,Default,,0000,0000,0000,,The digital revolution will force brands
Dialogue: 0,0:10:18.50,0:10:21.81,Default,,0000,0000,0000,,to interact with the masses,\Nrather than put up with them.
Dialogue: 0,0:10:21.81,0:10:24.22,Default,,0000,0000,0000,,The digital revolution\Nwill force trademarks
Dialogue: 0,0:10:24.22,0:10:26.96,Default,,0000,0000,0000,,to integrate this famous serendipity.
Dialogue: 0,0:10:26.96,0:10:30.44,Default,,0000,0000,0000,,To make it theirs, not to be victimized.
Dialogue: 0,0:10:30.44,0:10:34.40,Default,,0000,0000,0000,,And finally, the digital revolution\Nwill force brands
Dialogue: 0,0:10:34.40,0:10:38.43,Default,,0000,0000,0000,,to share the imagery\Nwhich was once exclusively theirs.
Dialogue: 0,0:10:38.43,0:10:39.92,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:10:39.92,0:10:41.79,Default,,0000,0000,0000,,(Applause)