Take, for instance, Pan Am, the “World’s Most Experienced Airline”, when we think of it, we are less likely to remember that It went belly up in1991 and more inclined to remember it’s blue and white colors and it’s glamorous reputation. Another great example is the Volkswagen Beetle which was not only remembered but easily resurrected because it never died in the memory or imagination of people. And the list goes on with brands like Crazy Eddies or Circuit City, companies that people still look up on the Internet, believing they are still in business. These brands are all much more than their products. They are now unforgettable icons.
Few people were more excited by this idea than our dear friend and colleague, Ray Torres who died last month at the age of 37. Creating the company’s favorite line, “Brands are people too” Ray understood the “spiritual” or eternal memory of a brand and was passionate about the possibilities that this concept could bring to the world. A native New Yorker, a writer, an actor and a futurist, he was instrumental in reinforcing this idea through his work at CA Square. Many of the catch phrases and tag-lines in the pink boxes on the CA Square home page are his contributions: “You can tell a lot about a person by their ringtone.” “What does your ringtone say about you? (Ray’s tweets): “Tell me who follows you, and I’ll tell you who you are.” “Brand envy.” “Lego my logo” are examples of Ray’s understanding of the way brands connected to the human experience and the consciousness of the bigger world. His kindness, his talent and his unique way of finding a deeper meaning in pop culture and technology is alive among us. After much discussion, Ray was chosen as the right voice for CA Square’s phone system. And knowing Ray, he would kill us if we take it down.
“I see you with the eyes of the Universe” – Ray Torres