Post on 13-Jul-2015
Build Your Brand the Rock Star Way
webvisionNY @rafasoto
Rafa Soto. Writer.
Rafa Soto. Writer.herraizsoto&co [hɛr rayz soto]
Rafa Soto. Writer.herraizsoto&co [hɛr rayz soto] Barcelona. Most awarded agency in Spain.
Rafa Soto. Writer.herraizsoto&co [hɛr rayz soto] Barcelona. Most awarded agency in Spain. Ikea, BMW, Camper, Casio, Nintendo,
Rafa Soto. Writer.herraizsoto&co [hɛr rayz soto] Barcelona. Most awarded agency in Spain. Ikea, BMW, Camper, Casio, Nintendo.
Rafa Soto. Writer.herraizsoto&co [hɛr rayz soto] Barcelona. Most awarded agency in Spain. Ikea, BMW, Camper, Casio, Nintendo.Incubator: Vitamin Rain
Brands Bands
Paul Simonon
Fender precision bass
In 2002, Smith’s photograph was named the best rock and roll photograph of all time by Q magazine, commenting that,
“it captures the ultimate rock’n'roll moment – total loss of control”.
Brands:“I want to have consumers”
Bands:“I want to have fans”
If you think about consumers, you’ll have consumers,
and if you think about fans, you’ll have fans.
Brands...
*Lie to you*Interrupt your favorite content*Put blinking banners all around*Want to make you feel imperfect
Havas*:
“70% of brands would not be missed if they suddenly disappear”
*HAVAS - MEANINGFUL BRANDS FOR A SUSTAINABLE FUTURE
Thinking only in terms of consumers is not that profitable anymore.
ROI (Return of Investment)
ROI (Return of Investment)
ROL (Return of Love)
ROI (Return of Investment)
ROL (Return of Love)
ROI (Return of Investment)
ROL (Return of Love)
“If you focus on results, you will never change. If you focus on change, you will get results.” *Jack Dixon
My focus is always on “Is this good enough?” Not “Will it sell?” Always “Is this good enough?”Eric Clapton, 2001
A consumer
Is not loyalWill not stand up for youWill not wait for youWill not forgive youWill not always say nice thingsWill buy your products/servicesRationalKnows the brandIs profitableIs not always gratefulNow
A fan
Is loyalWill stand up for you whateverWill wait for you. Will look for you.Will forgive youWill convince her/his friends to like youAdores youEmotionalUnderstands the brandIs profitable x 10 to 1000Is gratefulAlways
SacrificeContent
PerformanceCoherentCreativePassion
Rock&roll communication model:
Be generousTry to improve people lifeBe honestBe creative in any decisionTrust more your gut and less your power point...
Rock&roll communication model:
Think less, feel more.
9 no-brainers that brands have chosen to forget about rock&roll.
Duh #1
You don’t need multi-million dollar budgets to rock&roll
Duh #2
You don’t need to be cool to make rock&roll
Duh #3
It gets serious. Then keep rocking.
Duh #4
Rock from day zero.
Ace Hotel reinvents hospitality to make something fresh, energized and human.
Duh #5
You can’t fake Rock&Roll
Duh #6
Be proud of your shit
Duh #7
It’s never too late to start rock&roll
Duh #8
touch (emotionally)
http://www.youtube.com/watch?v=vSqGU3CSbdc
Duh #9
you don’t need a band to play rock&roll
CMO (Chief Marketing officer)
CRO (Chief Rock&Roll officer)
I don't know where I'm going from here, but I promise it won't be boring.
-David Bowie-
I don't know where I'm going from here, but I promise it won't be boring.
- Instagram founder -
“I'd rather be hated for who I am, than loved for who I am not.”
- Kurt Cobain -
“I'd rather be hated for who I am, than loved for who I am not.”
- Harley Davidson CEO -
"If you think you are too old to rock 'n roll then you are."
- Lemmy Motorhead -
"If you think you are too old to rock 'n roll then you are."
- Converse CEO -