«LOVE, OF COURSE!»
Interview with Peter Wippermann (PDF)
Who rules the world?
Ideas rule the world. And the idea that currently predominates is that of
networking. This idea could not be further removed from that of industrialisation,
which was all about dividing.
Who rules the world?
We have to view the power inherent in social networks from two perspectives. For
one thing, they enable individuals to make themselves heard in a global context. At
the same time, they provide us with a resource that is itself global. That's
something we've never had before. It helps us react swiftly and effectively to
events – whether in a political context, as is happening in Arab countries, or to
warn global producers that they must persuade their suppliers to observe codes of
conduct.
What's the downside to this network power?
Power is centralised in the hands of a small number of companies. The public
structure of the Internet is being privatised by several global players, be it Apple,
IBM, Google, Facebook, Microsoft or Salesforce. This is a relatively new
development.
Where's the winner in this power shift?
The true innovation at the global level was the uncensored data network – and the
net is now being staked out in claims again. The neutrality of the net is a
fascinating subject because it raises questions that are ultimately resolved with
money. So whoever invests more money gains swifter, secure connections, a
digitised private sphere.
How has brand power changed in the last few years?
Historically, brands have always been a symbol of industry quality. They have now
been detached from their products and transformed into opportunities for
communication. Norbert Bolz speaks of brands eventually replacing products. So
products are interchangeable, but the brand image isn't. This process was, of
course, driven primarily – and one-sidedly – by the mass media. This has since
changed with the advent of cult marketing. But the real change came with Web
2.0, when consumers, completely independently of the brand proprietors, began
using digital resources to explore brands. The result was that brands had to ask to
be invited to the party.
How great is consumer power in reality?
It's become absolute as regards transparency and the speed of the swarm. The
fact that someone with a prominent role on the Internet can be incredibly effective
in getting things moving is something entirely new. And it disempowers the
companies. The interpretation of digital information, in other words tracking of
data flows, confers an information edge that most companies don't yet use, but
which will provide them with countervailing power.
What is more attractive than power?
Love, of course! When I do something voluntarily, power doesn't have to be applied
at all. There are two different aspects to power. One is to have power over
someone – basically what the companies have promised. The idea of having the
power to do something has always been an important factor in non-commercial
contexts – love, for instance. And I believe that brands just have to learn to love
their consumers. This will then combine the idea of having power over something
with that of having power to do something.
Over whom do you have power?
As a public servant, I have power conferred on me within the university, so I can
assign grades. But I'm also subject to an accepted higher authority, and therefore
as a public servant I have to do what my employer tells me to do.