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

license: soto@herraizsoto.com

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.

http://youtu.be/TnzFRV1LwIo

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

http://youtu.be/tGfBFhiu94Y

Duh #2

You don’t need to be cool to make rock&roll

http://youtu.be/X21mJh6j9i4

Duh #3

It gets serious. Then keep rocking.

http://youtu.be/jEsk0wYYT2M

http://youtu.be/IJNR2EpS0jw

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

http://youtu.be/v3qGX3PNphw

Duh #6

Be proud of your shit

http://youtu.be/66DWUU_nUtA

Duh #7

It’s never too late to start rock&roll

http://youtu.be/sjc5LFThDTQ

Duh #8

touch (emotionally)

http://www.youtube.com/watch?v=vSqGU3CSbdc

http://vimeo.com/4353522

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 -

adios!soto@herraizsoto.com