[Music]
hi my name is EJ EJ will Korea I am the
CEO of falling which is a creative
consultancy in London New York and San
Francisco yeah so the insulation between
brannan technology I think I think there
are two ways to look at that one is the
intersection between current trends in
technology and current trends in
branding the other one is a technology
other thing I'm brannon everything so
Brandon and technology of always overlap
you know when the dominant technology
was our ability to burn a brand into the
side of a horse to mark it as eyes that
was about technology so and television
created a different age of technol the
Internet has pretty different native
branded so brand new technology have
always gone hand in hand and the primary
or dominant practices are branding have
only ever been based on the dominant
technologies of the time so there are in
that thing they're inseparable now
having for that there are trends and
branding and trends in technology that
sometimes going in opposite direction I
will definitely worried about the
dominant trends in technology today
which are thickening the bubbles around
which we live and we've all talked about
how you know we all know that our
Facebook feeds are not a good snapshot
of what's going on in the world their
algorithms I've told me what it thinks I
want to hear that soft dangerous because
he's beginning to inform the way we
think about brands as well and that's
the stuff that I think we're going to
have to make sure that in creating
things for people that we think about
people first and technology on branding
seconds
Brandon is a human endeavor and like all
human endeavor you know government
marriage education is nicely it involves
people and you have to we have to accept
and acknowledge and and embrace the
unpredictability and messiness of
everyday life there are traditional ways
that brands have always tried to project
their image to the world I think that's
a real problem having said that I also
think there's some newfangled things in
the last ten years which are also
creating a disconnect our
over-dependence on data as in sight of
the post of validation means that we're
creating things that just fit patterns
that computers and worked out and as
opposed to human thoughts and emotions
and I think that too is a problem so I
think there's some traditional stuff
that's getting the way but I also think
there's some new behaviors that we just
need to be careful to make sure that
they are good the process has to be
faster faster nice and slow by that I
mean we've got to move at the pace of
the modern world and yet and yet we have
to insist on those points of proper sort
and proper insight and really working
out meaning we talk a lot about a
process that is simultaneously about
direction so start and about action for
making and so we have we tend to go if I
was to then bring that together our
process tends to be short iterative
steps but with a good rhythm of let's
make some stuff as quickly as possible
we let's sit back and think about this
again and that's the reward in Germany
for clients to come along as well there
has been no meaningful change not even
social change my political change that
hasn't in some way or the other been
facilitated by technology but again like
all technology you can use it for good
or you can use it for evil and so I
think
Brandon certainly purpose and meaning is
important to shape the way we use
technology because every technology has
the power to save the world and the
power to ruin it as well
