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Webvisions ny

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Webvisions ny

  1. 1. Build Your Brand the Rock Star WaywebvisionNY @rafasoto
  2. 2. Rafa Soto. Writer.
  3. 3. Rafa Soto. Writer.herraizsoto&co [hɛr rayz soto]
  4. 4. Rafa Soto. Writer.herraizsoto&co [hɛr rayz soto]Barcelona.Most awarded agency in Spain.
  5. 5. Rafa Soto. Writer.herraizsoto&co [hɛr rayz soto]Barcelona.Most awarded agency in Spain.Ikea, BMW, Camper, Casio, Nintendo,
  6. 6. Rafa Soto. Writer.herraizsoto&co [hɛr rayz soto]Barcelona.Most awarded agency in Spain.Ikea, BMW, Camper, Casio, Nintendo.
  7. 7. Rafa Soto. Writer.herraizsoto&co [hɛr rayz soto]Barcelona.Most awarded agency in Spain.Ikea, BMW, Camper, Casio, Nintendo.Incubator: Vitamin Rain
  8. 8. license: soto@herraizsoto.com
  9. 9. Brands Bands
  10. 10. Paul Simonon
  11. 11. Fender precision bass
  12. 12. In 2002, Smith’s photograph was named the best rock and rollphotograph of all time by Q magazine, commenting that, “it captures the ultimate rock’nroll moment – total loss of control”.
  13. 13. Brands: Bands:“I want to have “I want to haveconsumers” fans”
  14. 14. If you think about consumers, you’ll have consumers, and if you think about fans, you’ll have fans.
  15. 15. Brands...*Lie to you*Interrupt your favorite content*Put blinking banners all around*Want to make you feel imperfect
  16. 16. Havas*:“70% of brands would not bemissed if they suddenly disappear” *HAVAS - MEANINGFUL BRANDS FOR A SUSTAINABLE FUTURE
  17. 17. Thinking only in terms of consumers is not that profitable anymore.
  18. 18. ROI (Return of Investment)
  19. 19. ROI (Return of Investment)ROL (Return of Love)
  20. 20. ROI (Return of Investment)ROL (Return of Love)
  21. 21. ROI (Return of Investment)ROL (Return of Love)“If you focus on results, you will never change. If you focus onchange, you will get results.”*Jack Dixon
  22. 22. My focus is always on “Is this goodenough?” Not “Will it sell?” Always “Is thisgood enough?”Eric Clapton, 2001
  23. 23. A consumer A fanIs not loyal Is loyalWill not stand up for you Will stand up for you whateverWill not wait for you Will wait for you. Will look for you.Will not forgive you Will forgive youWill not always say nice things Will convince her/his friends to like youWill buy your products/services Adores youRational EmotionalKnows the brand Understands the brandIs profitable Is profitable x 10 to 1000Is not always grateful Is gratefulNow Always
  24. 24. Sacrifice ContentPerformance Coherent Creative Passion
  25. 25. Rock&roll communication model:Be generousTry to improve people lifeBe honestBe creative in any decisionTrust more your gut and less your power point...
  26. 26. Rock&roll communicationmodel:Think less, feel more.
  27. 27. http://youtu.be/TnzFRV1LwIo
  28. 28. 9 no-brainers that brandshave chosen to forget aboutrock&roll.
  29. 29. Duh #1You don’t need multi-milliondollar budgets to rock&roll
  30. 30. http://youtu.be/tGfBFhiu94Y
  31. 31. Duh #2You don’t need to be cool tomake rock&roll
  32. 32. http://youtu.be/X21mJh6j9i4
  33. 33. Duh #3It gets serious. Then keeprocking.
  34. 34. http://youtu.be/jEsk0wYYT2M
  35. 35. http://youtu.be/IJNR2EpS0jw
  36. 36. Duh #4Rock from day zero.
  37. 37. Ace Hotel reinvents hospitality to make somethingfresh, energized and human.
  38. 38. Duh #5You can’t fake Rock&Roll
  39. 39. http://youtu.be/v3qGX3PNphw
  40. 40. Duh #6Be proud of your shit
  41. 41. http://youtu.be/66DWUU_nUtA
  42. 42. Duh #7It’s never too late to start rock&roll
  43. 43. http://youtu.be/sjc5LFThDTQ
  44. 44. Duh #8touch (emotionally)
  45. 45. http://www.youtube.com/watch?v=vSqGU3CSbdc
  46. 46. http://vimeo.com/4353522
  47. 47. Duh #9you don’t need a band to playrock&roll
  48. 48. CMO (Chief Marketing officer)
  49. 49. CRO (Chief Rock&Roll officer)
  50. 50. I dont know where Im going from here,but I promise it wont be boring.-David Bowie-
  51. 51. I dont know where Im going from here,but I promise it wont be boring.- Instagram founder -
  52. 52. “Id rather be hated for who I am, than loved forwho I am not.” - Kurt Cobain -
  53. 53. “Id rather be hated for who I am, than loved forwho I am not.” - Harley Davidson CEO -
  54. 54. "If you think you are too old to rock n roll then you are."- Lemmy Motorhead -
  55. 55. "If you think you are too old to rock n roll then you are."- Converse CEO -
  56. 56. adios!soto@herraizsoto.com

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