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.
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”.
28.
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.
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
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
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