This document discusses building a brand using principles of rock and roll. It advocates focusing on fans rather than just consumers by being generous with content, prioritizing passion over budgets, and embracing honesty and creativity over perfection. The document provides examples of rock bands and brands that exemplify these principles through their authenticity, willingness to take risks, and loyalty to their vision rather than profits.

1. Build Your Brand the Rock Star Way
webvisionNY @rafasoto

2. Rafa Soto. Writer.

3. Rafa Soto. Writer.
herraizsoto&co [hɛr rayz soto]

4. Rafa Soto. Writer.
herraizsoto&co [hɛr rayz soto]
Barcelona.
Most awarded agency in Spain.

5. Rafa Soto. Writer.
herraizsoto&co [hɛr rayz soto]
Barcelona.
Most awarded agency in Spain.
Ikea, BMW, Camper, Casio, Nintendo,

6. Rafa Soto. Writer.
herraizsoto&co [hɛr rayz soto]
Barcelona.
Most awarded agency in Spain.
Ikea, BMW, Camper, Casio, Nintendo.

7. Rafa Soto. Writer.
herraizsoto&co [hɛr rayz soto]
Barcelona.
Most awarded agency in Spain.
Ikea, BMW, Camper, Casio, Nintendo.
Incubator: Vitamin Rain

11. license: soto@herraizsoto.com

13. Brands Bands

24. Paul Simonon

25. Fender precision bass

27. 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”.

29. Brands: Bands:
“I want to have “I want to have
consumers” fans”

30. If you think about consumers,
you’ll have consumers,
and if you think about fans,
you’ll have fans.

31. Brands...
*Lie to you
*Interrupt your favorite content
*Put blinking banners all around
*Want to make you feel imperfect

32. Havas*:
“70% of brands would not be
missed if they suddenly disappear”
*HAVAS - MEANINGFUL BRANDS FOR A SUSTAINABLE FUTURE

33. Thinking only in terms of
consumers is not that
profitable anymore.

34. ROI (Return of Investment)

35. ROI (Return of Investment)
ROL (Return of Love)

36. ROI (Return of Investment)
ROL (Return of Love)

37. 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

38. My focus is always on “Is this good
enough?” Not “Will it sell?” Always “Is this
good enough?”
Eric Clapton, 2001

39. A consumer A fan
Is not loyal Is loyal
Will not stand up for you Will stand up for you whatever
Will not wait for you Will wait for you. Will look for you.
Will not forgive you Will forgive you
Will not always say nice things Will convince her/his friends to like you
Will buy your products/services Adores you
Rational Emotional
Knows the brand Understands the brand
Is profitable Is profitable x 10 to 1000
Is not always grateful Is grateful
Now Always

40. Sacrifice
Content
Performance
Coherent
Creative
Passion

41. Rock&roll communication model:
Be generous
Try to improve people life
Be honest
Be creative in any decision
Trust more your gut and less your power point
...

42. Rock&roll communication
model:
Think less, feel more.

46. http://youtu.be/TnzFRV1LwIo

47. 9 no-brainers that brands
have chosen to forget about
rock&roll.

48. Duh #1
You don’t need multi-million
dollar budgets to rock&roll

49. http://youtu.be/tGfBFhiu94Y

53. Duh #2
You don’t need to be cool to
make rock&roll

54. http://youtu.be/X21mJh6j9i4

55. Duh #3
It gets serious. Then keep
rocking.

56. http://youtu.be/jEsk0wYYT2M

57. http://youtu.be/IJNR2EpS0jw

58. Duh #4
Rock from day zero.

61. Ace Hotel reinvents hospitality to make something
fresh, energized and human.

69. Duh #5
You can’t fake Rock&Roll

70. http://youtu.be/v3qGX3PNphw

71. Duh #6
Be proud of your shit

82. http://youtu.be/66DWUU_nUtA

84. Duh #7
It’s never too late to start rock&roll

85. http://youtu.be/sjc5LFThDTQ

86. Duh #8
touch (emotionally)

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

88. http://vimeo.com/4353522

90. Duh #9
you don’t need a band to play
rock&roll

92. CMO (Chief Marketing officer)

93. CRO (Chief Rock&Roll officer)

94. I don't know where I'm going from here,
but I promise it won't be boring.
-David Bowie-

95. I don't know where I'm going from here,
but I promise it won't be boring.
- Instagram founder -

96. “I'd rather be hated for who I am, than loved for
who I am not.”
- Kurt Cobain -

97. “I'd rather be hated for who I am, than loved for
who I am not.”
- Harley Davidson CEO -

98. "If you think you are too old to rock 'n roll then you are."
- Lemmy Motorhead -

99. "If you think you are too old to rock 'n roll then you are."
- Converse CEO -

100. adios!
soto@herraizsoto.com