Why Food Commercials Cost Hundreds Of Thousands Of Dollars | Big Business | Business Insider

there's a bustling operation behind the fancy cameras of food commercials. it takes dozens of people and a few customized robots to make a burger look this juicy. oh, nothing here is simple as far as the work we do is incredibly complex. very tiknical has filmed commercials for big Brands like Hershey's, Heinz and Pepsi through his production company, the garage, and there's a lot of money on the line. filming one 30 second ad can cost hundreds of thousands of dollars, and they're working against the clock because they use real food which doesn't stay pretty for long. that's the misnomer about everything. baking makes things harder. we visited Steve's studio in Brooklyn, New York, to see how his team films the perfect burger. today, Steve and his team are working on a test shoot for Burger King. they'll use it to try and land the client. yeah good. Brett Kurzweil is a veteran food stylist. it's his job to make the burger look like a Whopper. he usually has a budget of a couple thousand dollars and he always buys a lot more than he'll use. so he can pick out the perfect looking bun, Patty and veggies. then he gets to work. but he doesn't cook the meat all the way through because I didn't want it to shrink too much. I wanted to get as much volume out of this piece of meat as I could get. even perfect patties need final touches, so he uses a colorant made of gravy, darkener and soap to add a charred look. he only has to paint half the burger because the camera films from just one side. a mixture of Vaseline and pulverized meat helps fill in any holes and those grill marks. another trick of the trade: Brett heats up metal skewers and then I just pushed into the burger with the hot, hot metal and it seared. next he melts the cheese using a clothes steamer. I just Cho. I just said you're for food, but I also. I'm trying to um control how much comes out, so I've covered up some of the holes. he cuts the onions and tomatoes on a slant so they lie flatter. I think you would have been a really good surge in another life. well, yeah, my mother would have been happier. some other tricks: denture cream to hold up. ingredients for condensation on cans. we'll use glycerin. yeah, not that much, too far, too far. while Brett finishes up, Steve's team is making sure everything is ready on set. the trickiest part is combining what the client wants in the commercial with what's tiknologically possible. they have no idea about engineering. yeah, they're just like. robots are cool, we want a robot. but since today he's working on a test shoot, he just has to implement his own vision. I'll be one of those people that wears the protection. then he turns to master rigor, Matthew Huber. he says half the time he has to build the rigs completely from scratch. they provide the structure for the specialized equipment that makes food dance across the screen. his work goes hand in hand with the robots. the robot, obviously, is a hugely complicated and expensive thing that's used for a lot of what we do, but if you only just need a straight line movement, pulling back, it's easier to set up a simple machine that just does a single type of movement, like these air Pistons he uses to launch food, or these catapults. to save on buying new parts, he uses a lot of the same base pieces. it's like Legos, you know. you just put stuff together, um, take it apart, do something different with it the next time. so we've used like a lot of these pieces, probably like hundreds of times. meanwhile, Paola Andreas Ramirez is finalizing the set from the tables to the ketchup bottles off to the side. I want it to feel real. so if it's blank, it won't feel like it's. it's a real commercial kitchen. every inch visible to the camera matters. so Paula's team built this tile wall just for this shoot, but they said it still felt empty, so we just added this. through these two floating shelves up there, you plan for something and then we just have to be ready for the unexpected. her typical props budget is forty thousand dollars a shoot, but she can pull a lot from her Personal Collection. this has been 20 years of collecting and this is like Salvation Army garage sales: years and years of recording. I always like to have extra, so if you're shooting, example, a glass of soda, I need to have at least six of the same glasses for quick changes if they're scratched, because it's video, so it's a little bit- one breaks exactly. so when that burger arrives, it's game time. I gotta go on set. yeah, now it's a race against the clock. we have the tomatoes to Crunch. the angle feels right. go ahead and roll camera [Music] and push in a little bit closer. all right, good. today they have custom built water cooled lights that don't torch the food. you just you just have to have, like these, really hot lights that would like cook the food and it would die really quickly. so, like the ice cream would be like impossible to shoot in slow motion because it would just melt the second you turn the lights on, but that lettuce will start to wilt in a matter of minutes. hot lights or not, so quick moving robots and tons of planning are essential to keep a shoot on schedule, because any delay could mean running over budget. the first action uses the dolly Zoom to create something known as the Hitchcock effect, but the whole background is like warping around it. cue the robots. they're actually the same kind that build cars. this robot cost a hundred and fifty thousand dollars and it can pretty much do any move you can think of. sometimes you could program the robot pretty quickly. some moves take a whole day. here's the second shot. Steve envisioned the camera moving through a field of burgers. as each gets pulled out of frame. we're probably only like an inch and a half away from that burger when we land, so to try to do that with people will be almost impossible. it's a really complex move that the robots do really easily and they do it the same exact way every time. but speed is not the only challenge. every shot has to be identikal if a burger is even a centimeter off or if something on set gets bumped between takes, they might have to start over the surprise. don't want to behave. this laser helps them keep track of the Burger's position. guys, you might do a job where there's, you know, 100 takes of the same move like I think. that would be a nightmare. they also have to be really flexible. on set there's always curve balls that happen because there's a lot of problem solving, which I love. that shot: Steve ties all the ingredients on a fishing, the robot slices the string and the camera catches the perfect drop. this exact move was actually Steve's claim to fame in 2016.. yeah, this famous burger Drop video that went viral all over the Internet. he slowly raked in millions of views across platforms and Global Publications started covering his work. all that social media Buzz earned him a lot of viewers and new clients, and he was able to launch the garage in 2019.. the burger drop was kind of like the spark that started the path towards where we are today, and now tiktok is like crazier than Instagram ever was for me. Steve is a former food photographer, but he wanted to combine his love of engineering, food and video and, amazingly, there's a job that lets me do that. it's a lot. there's a lot of different jobs that my guidance counselor did not tell me about, including my own today. his team films 40 advertisements a year, billing over 5 million dollars annually. kind of feels like CGI, but it's actually done in camera and I think to accomplish that like larger in the Life feeling takes just a lot of tiknology and skill. Steve says they know they've done a good job. when viewers can't tell a whole production is hidden behind a shot, they have no idea what we do. at the end of the day, it is fun for me to people, for people to understand how complex this stuff is. but all that complexity is worth it because there's a lot of money on the line. fast food companies poured five billion dollars into advertising in 2019, and for good reason. they know just how valuable the power of food suggestion can be. a Yale.

When Big Brands Stopped Spending On Digital Ads Nothing Happened Why

when p and g turned off 200 million dollars of their digital ad spending, they saw no change in business outcomes. one: when chase reduced their programmatik reach from four hundred thousand sites showing its ads to five thousand sites- a ninety nine percent decrease- they saw no change in business outcomes too. when uber turned off 120 million dollars of their digital ad spending meant to drive more app installs, they saw no change in the rate of app installs. three: when big brands stopped spending on digital ads, nothing happened. even further, back in time, in 2012, ebay turned off their paid search ad spending and saw no change in sales coming from those sources. for why does that mean that digital advertising doesn't work? or does it mean something else? when a small business owner doing facebook advertising turned off fan facebook audience network, he saw the number of ad impressions plummet by about 90 percent. he also saw the number of clicks dropped dramatikally and the effective cpm cost per thousand prices go up, but the sales of his music and merchandise went back up, despite getting far fewer clicks, buying 90 less quantity of ad impressions and spending less on ads overall. further, the discrepancy between the clicks reported by facebook advertising and the number of arrivals on his website reported by google analytiks vanished. in other words, the number of arrivals on his website started to match the number of clicks reported on his facebook ads. in another example, a small business owner turned on a google adwords campaign and immediately saw a dramatik increase in traffic coming to her site. any marketer would be ecstatik at how well and immediate the digital ads worked. right. well, she was not looking at google analytiks on her own site. she saw one hundred eighteen thousand six hundred percent increase in android devices coming to her site and not much else, and those android visitors were mostly bouncing, leaving after a few seconds. when she unchecked the check boxes that allowed ads to run on search partners and display network, she saw this anomalous android traffic mostly vanish. did this harm her e-commerce sales? no, what the heck is going on? big brands turned off millions of dollars of digital ad spending and saw no change in business outcomes. small businesses tune their digital marketing and reduce the number of ad impressions, clicks and traffic to their sites, but saw business activity go up instead of down. digital marketing works, but the vast majority of impressions and clicks are from bot activity currently. much of the problem with digital advertising today stems from marketers obsession with big numbers, but big numbers of ads and clicks do not translate into more business activity and sales. they are just large numbers in dashboards and spreadsheets. marketers could be spending far fewer dollars and getting the same levels of business outcomes, or spending the dollars more smartly in digital and getting even more business outcomes than they are now.

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How Apple and Nike have branded your brain | Your Brain on Money | Big Think

- Coke is just soda, Tylenol is just acetaminophen And Levi's are just jeans. Yet consumers go out of their way to select these specific brands over others. - An economist would say: "How is this possible that a rational consumer would be willing to pay more for exactly the same thing"? We love to think about ourselves as rational. That's not how it works. A very famous study done by colleagues at Duke University flashed either the Apple logo or the IBM logo to two randomized groups of partikipants - The study found that after being subliminally exposed to the Apple logo, compared to when you'd been exposed to the IBM logo, partikipants performed better on creative tasks. - And the argument is that Apple has been telling you this story over and over again, that Apple is the brand for hip, cool, fun, creative people. - This is the true power of brands: They can influence our behavior in ways that extend way beyond the point of sale. So to what degree can the influence of brands wreak havoc on our ability to make rational spending decisions? This is your brain on money. This is Americus Reed. He studies identity and marketing at the University of Pennsylvania. When I make choices about different brands, I'm choosing to create an identity. When I put that shirt on, when I put those shoes on those jeans, that hat, someone is going to form an impression about what I'm about. So if I'm choosing Nike over Under Armour, I'm choosing a kind of different way to express affiliation with sport. The Nike thing is about performance, The Under Armour thing is about the underdog. I have to choose which of these different conceptual pathways is most consistent with where I am in my life - And once a consumer makes that choice, their relationship with a brand can deepen to the point where they identify with that brand like family. And once you identify with a brand, it can shape the way you behave - And it's really interesting because they will. also, if someone toks bad about that product, brand or service, they will be the first to go out and defend Why? Because an attack on the brand is an attack on themselves. - Michael Platt is a professor of neuroscience, marketing and psychology whose research demonstrates how our perception of brands influences our decisions. - There's an idea in marketing which is that we relate to brands in the same way we relate to people. It's like "I love this brand" or "I hate this brand". Of course, what people say right can often be different from what's really going on in their heads. So we thought, "Well, why don't we just ask the brain directly". - Michael and his team observed the brains of iPhone users and Samsung Galaxy users with an MRI machine. while they heard good, bad and neutral news about Apple and Samsung. - Apple customers showed a brain empathy response toward Apple. that was exactly what you'd see in the way you would respond to somebody in your own family. - Strangely, Samsung users didn't have any positive or negative responses when good or bad news was released about their brand. The only evidence that Samsung users showed was reverse empathy for Apple news, Meaning if the Apple headline was negative, their brain reflected a positive response. - You know, it really shows us that Apple has completely defined the market here. Samsung customers, it seems from their brain data, are only buying Samsung 'cause they hate Apple. - The kicker: The Samsung users didn't report feeling the results. their MRIs showed What was happening in their brains and what they reported feeling towards Apple and Samsung were totally different. - Most people just don't realize that they are subconsciously choosing brands because those brands have some kind of self-expressive value. - You can see there's a lot of power here in terms of shaping consumers' decisions As we learn more and more about that. we have to think much more deeply about the ethical, legal and societal implications of doing that. - So, as consumers, what can we do to make informed choices? Well, the best thing we can do is to be aware of the influence that brands hold. - I think it's important to always pause and think a little bit about "Okay, why am I buying this product" - And, like it or not, brands aren't going anywhere. -. I've heard lots of people push back and say that "I'm not into brands". I take a very different view. They're not doing anything any different than what someone who affiliates with a brand is doing. They have a brand. it's just an anti-brand brand. And I think about what is it that I've learned about identity over time? I think a lot of it has to do with the fundamental need that we as humans have to have support systems. Perhaps it was the church, it was the community, it was these other institutions that existed. Now brands have stepped in as pillars of our identity, So I'm very much motivated to see that in that positive light.

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WHY did these famous brands spend millions on marketing?

welcome friends. every year, people all over the world set new records, and some of them are really amazing. some grow vegetables of gigantik sizes, others sit in the snow for several or several dozen hours, and yet others have learned to juggle powered up saws. these types of achievements can be exchanged indefinitely. these people share one goal: they want to be popular. few people know that there are also such records that establish entire groups by agreeing on all the details beforehand. they are usually followed by companies and brands popular all over the world. today, we will tell you about the most shocking and amazing records. get ready [Music]. we present you with an extremely impressive spectacle in which a huge number of colorful balloons Rises high into the sky. such an experimental show was decided by the representatives of the United Way of Cleveland charity. they organized a great performance called balloon fest 86. you may ask what was it for them? in fact, the organizers wanted to pay attention to their activities and, at the same time, set a new world record. imagine that one and a half million balloons were inflated with helium, which were kept under a special huge net to remove it at the right moment and capture what will happen to them on the camera at the most important moment. everything was going wrong. first of all, there were very bad weather conditions. however, Iranian windy day did not scare the organizers at all. the show cost dollar 500,000. at the time of the show, it was necessary to close the local airport, so no one was going to move the event to another day. as a result, colorful balloons, like a huge colorful cloud, flew into the sky. very soon, the company began to have serious problems. the heavy rain caused the balloons to fall to the ground and the wind could disperse them all over Cleveland. balloons fell into Lake Erie, which paralyzed the work of the Coast Guard. they also blocked the bailed Lakefront Airport runway for 30 minutes. as a result, several lawsuits totaling dollar 3 million have been filed against United Way. the record has been broken, but the disgust remained. some companies are ready for anything, for the most original and cost-effective advertising. for example, MTV Networks became a new world record holder in 2016 before the Video Music Awards ceremony. how MTV has entered into an agreement with branding by air, which deals with airspace booking. as it turned out to set a record, on August 24, 2016, the largest screen in the world hung over New York. to this end, three helicopters were engaged. one of them held a huge banner and the other two emitted the image, acting as a projector. why was this done? to display on it an MTV advertisement in which they were invited to vote for the nominees for Video Music Awards in 2017. Jaguar did something amazing to draw attention to its new car. together with the famous terry grant, they managed to set a new world record. to do this, the stuntman who was behind the wheel of the latest Jaguar ipace car had to make the longest barrel in history. this is a complicated figure that planes usually do. grant had to be extremely focused because he was doing a trick jealous of James Bond film producers would do. the figure is that the car must rotate at least 270 degrees in the air without changing the direction of travel and then safely land on all four wheels. but simply, this is an incomplete turn around its axis. however, considering the fact that the Jaguar ipace is an ordinary car that is not intended for making such figures, the record can be considered impressive. Land Rover is a company that is not used to modesty when it comes to advertising. imagine that the producers of this advertisement used almost 6 million LEGO bricks to build the Tower Bridge model. the project was created in a Parisian car dealership and the construction itself lasted about a year. its height was almost 13 meters and the building was able to withstand the weight of two cars. to better illustrate the enormity of the work done by Land Rover owners, imagine that if we put all the blocks used in the construction in one line, their total length would be 321 kilometres- impressive. last year, a world record was set for the number of drones launched in the air. this took place in South Korea during the opening of the Winter Olympic Games. the project was supervised by Intel, which simultaneously controlled a huge number of drones, and it was 1218 devices. what's more, the ban organized a real show that delighted the viewers with their artistry. all drones moved synchronously, representing different characters. the show ended with recreating the Olympic symbol: five intersecting rings. [Music]. the well-known company LG Electronics decided to stand out and create a completely unique advertisement for its washing machine, which was produced in 2016. to implement their idea, LG representatives decided to contact brian burke, architect buildings with cards. it turns out that building a house out of playing cards is a hobby of his life. he spent years learning how to find suitable construction sites. after accepting LG proposal, brian spent 12 hours at work. it is interesting that this peculiar house of cards was built by a man on a washing machine which was spinning constantly at 1,000 revolutions per minute, and he succeeded. it is worth noting that originally, it was planned to build a house with 20 floors, but Brian decided to complicate the task and built as many as 48 floors. it's unbelievable: 200 sets of cards were needed to set this record. we will assume that each of you once encountered a similar situation in your life. you ordered a pizza, you are very hungry and there is no supplier, although it was promised to arrive soon. unpleasant right now. imagine that someone had to wait 4 days for a pizza. you do not believe. in fact, the pizza had to be delivered to a height of 5,895 meters, to Mount Kilimanjaro. Pizza Hut Africa and Yemen Durr took this difficult mission. this event was scheduled before the opening of a new chain restaurant in Tanzania. it was even the hundredth country in which Pizza Hut opened its conquests. pepperoni pizza, because it was ordered, was first transported by car, then by playing, and finally brought on its hands before it was eaten. one day, in front of the house of a three-year-old who is interested in large cars, a beautifully packed real truck like truck appeared. he was another advertising campaign for the world brand of Volvo cars. on this day, the organizers of the event managed to do two important things at once: provide joy to the child and, at the same time, set a world record. the boy could enter the cabin of a real truck, watch cartoons inside, drink juice, but, most importantly, unpack such a large gift. what was the meaning of this record? it consisted in the fact that only one person dealt with unpacking and the packaging was not damaged. to be honest, it's difficult to say how it happened, especially since the unpacking took a three-year-old child. however, this strange record has been set, but it is not everything. Volvo has recently surprised everyone again, this time with the fastest truck in the world. she was called the iron knight and has already been the record holder twice. her first achievement was the fastest ride on a distance of 500 meters. we managed to develop the speed to 132 km/h upon overcome the distance in just 13 and seventy one hundredths of a second. but when the Swedish rally driver boys over bring sat behind the wheel, the iron knight accelerated to 169 km/h at a kilometer distance in just 21 and 29 hundredths of a second. not bad what this world record belongs to BMW. the brand was distinguished by the longest drift. this is a special driving tiknique consisting in the fact that the car falls into a controlled slip that allows it to rotate without losing speed. BMW managed to make a record long drift. it lasted eight hours. to do this, the team chose a small, perfectly round track. you will probably ask how. at that time, the car was running out of fuel. well, he was refueled.

Sneaky Ways Fast Food Restaurants Get You To Spend Money

This is a Number 3 from McDonald's: a burger, fries and a drink. It costs $11 in New York City. Fast food is supposed to be cheap and convenient, but do you ever find yourself spending more on fast food than you expected to? You're not alone. According to one study, Americans spend around $1,200 on fast food every year. Places like McDonald's and Burger King do everything in their power to get you to spend more money and it turns out fast food isn't as cheap as you think. Fast food is all about the deals: Value meals, combos, coupons, oh my. But the seemingly simple menu actually hides most of the options. Compare a fast food menu to a fine dining restaurant menu. The restaurant menu is simple and not very stimulating, but the fast food menu is a noisy mess of options and categories, and fast food restaurants grab your attention with bright reds or oranges along with big, appetizing photos of their food. There's a hierarchy. The pictures are big but the prices are small. They keep your attention on the items that cost more by showing these really big on the left side where you start reading. You're not wondering if that burger is worth $6,, you're just looking at those big juicy patties. Hans Taparia Food pictures. they light up the brain, you know partikularly when you're hungry. Large food pictures for a food company are key. Narrator- That's Hans Taparia. He's a health food entrepreneur and a professor of business and society at NYU. Hans Taparia, The playbook has been around for awhile, I would say since the '80s, which has been centered around simplicity, cheap and bold and bright. Narrator. Fast food restaurants use other tricks too, like not showing a dollar sign or using a 9.79 or 0.89 pricing format. Pretty much $10, but you still think it's $9 because you read left to right. But what about the dollar menu, right? Well, dollar and value menus do exist, but they're often small and far off to one corner, where they are harder to see. Hans Taparia. And if you buy multiple items off the value menu, it won't necessarily be cheaper than a Happy Meal. So it's not necessarily less profitable for them, but it accomplishes two things: It keeps the consumer coming and it's catering to a consumer that is increasingly poorer in the case of these conventional fast food outlets. Narrator. And even though fast food menus are big, their confusing layouts make it difficult to find exactly what you're looking for. It's easiest to read the menu when you're close to the counter, But then it's time to order. The pressure is mounting and you just pick that big, bright, juicy Number 3, and that Number 3 is where the real secret of the menu lies: the combo, The star of the menu is the combo meal. You can order an entree, a side and a drink just by saying one easy number. It takes a lot less time to order the Number 6 than a 10-piece nugget medium fry and a medium drink. but have you actually done the math to see if that combo is saving you any money? Take McDonald's, for example. If you buy a Number 3, it costs $10.39, but if you were to buy the Double Quarter Pounder medium fry and medium drink, it costs $10.48.. You're only saving 9 cents and often you'll end up with things you didn't even want in portions that are way bigger than what's healthy. Hans Taparia, And creating this perception- which is quite real actually- that the per ounce cost of something bigger is lower and so I'm just getting better value for my money. forget the fact that I'm buying 32 ounces of soda which has half a cup of sugar. Narrator. The convenience of ordering a preselected meal gives fast food restaurants control over what you order. Combine this with multiple size options and cheap upgrades and it's hard to walk away with a small in every category. When was the last time you went to a place like Taco Bell and just bought one taco? Fast food restaurants make more money from customers buying multiple items. Items like soda have a much higher profit margin compared to burgers, so fast food companies do everything they can to get you to buy a drink. They've added things like 24-hour locations and all-day breakfast to make sure you can get whatever you want whenever you want it. If you think you have more control at an ordering kiosk, you're wrong. According to McDonald's CEO, Steve Easterbrook, customers spend more on average at kiosks 'cause they linger longer. Guess what? those kiosks also have Lots and lots of pictures, And that's just the tip of the um Frosty Fast food companies are experts at getting customers in the door. They advertise the most outrageous deals on signs, posters and TV commercials. They can get you in the door for some buy one, get one free nuggets. you'll probably buy a drink too. Oh look, You can make that a meal and add fries for just a dollar more. Companies also use brand tie-ins like Doritos, Locos Tacos, and coupons that expire within the week, like the ones you may have seen on the bottom of your receipt, not to mention app reward points or special daily deals found only in the app, just like the old-fashioned punch card. You'll eat at a restaurant more often if each purchase brings you closer to free food. Any one thing in isolation itself may not have a huge impact. The power of marketing is when you overlay things, Narrator. But there's a deeper issue here. Fast food isn't as cheap as it used to be. According to Bloomberg, the average price of a fast food burger has increased by 54% in the last decade, outpacing fast-casual and fine dining restaurants. But fast food is sometimes the only option in low-income food deserts, and your environment has a big impact on your health and weight. Healthy fast-casual offerings are often so much more expensive than fast food that they no longer target the same demographic, especially if you're feeding a family. KFC will give you a lot more food per dollar than an organic salad chain. Fast food restaurants are able to lure consumers into spending more money on large, unhealthy portions because it's more affordable than healthier options. Fast food can be cheap and convenient, but you have to fight off all the psychological tricks that are engineered to get you to spend more money. You shouldn't be paying a premium for low-quality, unhealthy food.

10,000 years of branding explained in 6 minutes | Debbie Millman

- Design and branding are part of every single thing that we do as humans. It's a way of signaling to others, non-verbally, who we are, what we believe in, what is important to us. (upbeat music). There was a time when a different form, a different flavor, a different bottle shape- those things really did excite consumers, people. But people have so much more power than they've ever had before. They want to understand and know that the things that they're buying are coming from companies they feel are worthy of contributing to, And that's something that we have really never seen before And that has created a real democratization of design and branding. Hi, I'm Debbie Millman and I am a brand designer. I am an educator and I am the chair of the masters and branding program here at the School of Visual Arts in New York city. My most recent book is called "Why Design Matters", which is based on my long running podcast, Design Matters with Debbie Millman. (calm music). Design and branding are some of our earliest behaviors as humans. As far back as 10,000 years ago, we started to construct symbols to communicate our beliefs, And we began to do this all over the planet. I consider those early constructions very bottom up. We created these symbols for each other by each other for free. It's really only in the last 250 or so years that the model of bottom up branding was tipped and turned, when the corporation began to appropriate that behavior to create widespread recognition for branded products. Whether it's a religion, politikal platform, sugar free beverage- all of these constructions use branding in exactly the same way to create more recognizable consensus. But it's really only in the last 10 years that we have begun to see that top down model begin to flip back to bottom up again, And that is really the thing that excites me almost more than anything. today, Branding is no longer just a tool of capitalism. Branding has become a profound manifestation of the human spirit. People aren't as interested in different anymore. They're looking much more critikally to see what organizations stand for. A really good example of an organization that is taking some risks with communicating what they believe is what Nike has done with Colin Kaepernick. When Nike first introduced the idea that they were supporting Colin Kaepernick, quite a lot of people were up in arms. But that initial wave of displeasure was fleeting and what we saw long term was a majority of people were actually very supportive of Nike communicating their beliefs through the behavior of the brand, And then we also began designing our movements in this bottom up way, And one of the most powerful and one of the most successful has been Black Lives Matter. It has all the tenants of branding: It has a name, It has a hashtag, It has a website, It has a logo, It has passionate, passionate belief. But it's much more than a brand. What this movement has done is question, challenge and provoke behavior of change. We've also seen that happen with the pink Pussyhat. We've seen that happen with Me Too. Certain embedded behavior is no longer being tolerated and we've seen behavior transformed. We really do have the power to change the future of this planet, just with the sheer decisions that we're making about what we buy and what we choose to contribute to. The markers of success or failure in branding are really evident. It's in how many people believe you, Anybody that is thinking about creating a brand. the first question has to be: why? Why do we need this thing- idea, belief, product, Why? The second question has to be: what is the benefit? (inspiring music)- People are going to be giving you money for this product or people are going to be giving you a piece of their soul. if it is a movement, What is the benefit for humanity. And if you have sound strategic answers to both of those questions, then you have something that you can begin to build on to create something that has meaning both for the planet and for humanity. - [Narrator]. Get smarter faster with videos from the world's biggest thinkers To learn even more from the world's biggest thinkers. get Big Think + for your business.