This video posted by Samuel Bendett bought my consideration. It reveals a drone fabricated from sticks and some plastic propellers powered by a easy motor. Take a look.
Tyler Cowen additionally posted the video with a rhetorical query about whether or not the subsequent struggle will likely be fought with sticks and stones. I’d ask the identical query about advertising and marketing.
In our enthusiasm over digital instruments and applied sciences, we’ve got persuaded ourselves that digital is an evolutionary step past analog. We have fun or lament a future by which digital wholly displaces analog. We’ve got postulated that the endpoint of digital is the top of brick-and-mortar retail or of linear TV or of reside occasions. We wring our palms that digital has weakened and shrunk analog interplay to the purpose of a public well being epidemic of loneliness and a political disaster of echo chambers.
All of that is rooted within the basic and usually unspoken, even unrecognized, assumption that digital and analog can’t coexist. The rise of digital means the top of analog. It’s one or the opposite, and digital goes to take over.
After which we run throughout a video that reveals an analog model of a contraption that’s typically used to represent the all-digital future to return. Drone warfare. Drone deliveries. Drone surveillance. Drone knowledge assortment. Drone claims adjustment. Drone inspections. Drone movies and pictures. It’s a digital future delivered and conveyed by drones.
But, drones aren’t digital. What we see on this video is that drones are only a bunch of sticks tied along with a digital motor to make them go. It’s not digital as a substitute of analog. It’s digital making sticks fly not making digital sticks. It’s digital powering analog. It’s digital enhancing analog. It’s digital making analog higher.
We hold misdescribing digital. We reside within the analog world by which we’ve got digital applied sciences that make analog life simpler for us—extra handy, quicker, cheaper, extra dependable. However digital doesn’t displace analog. Nor do we would like that.
The lesson discovered from the pandemic was how little we appreciated residing in a digitally immersed way of life. For my part, “the human” gained. Individuals have at all times used instruments and applied sciences to make their actual lives higher. Digital is simply one other in an extended line of them. No person desires a digital life as a substitute of actual one. However all people desires the facility of digital to make analog higher. The way forward for digital is an enhancement to actual life not a substitute.
Contributed to Branding Technique Insider By: Walker Smith, Chief Information Officer, Model & Advertising and marketing at Kantar
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