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 following struggle shall be fought with sticks and stones. I’d ask the identical query about advertising.
In our enthusiasm over digital instruments and applied sciences, now we have persuaded ourselves that digital is an evolutionary step past analog. We have fun or lament a future during which digital wholly displaces analog. We’ve postulated that the endpoint of digital is the top of brick-and-mortar retail or of linear TV or of stay occasions. We wring our arms 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 elementary and customarily unspoken, even unrecognized, assumption that digital and analog can not 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 usually used to represent the all-digital future to come back. Drone warfare. Drone deliveries. Drone surveillance. Drone information 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 stay within the analog world during which now we have 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 favored residing in a digitally immersed life-style. In my opinion, “the human” received. Individuals have all the time used instruments and applied sciences to make their actual lives higher. Digital is simply one other in a protracted line of them. No person needs a digital life as a substitute of actual one. However all people needs the ability of digital to make analog higher. The way forward for digital is an enhancement to actual life not a alternative.
Contributed to Branding Technique Insider By: Walker Smith, Chief Data Officer, Model & Advertising at Kantar
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