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Brands live forever

Companies go out of business every day, but often the good brands that support them live on forever.

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







  1. Sonia says:

    Ray of sunshine, but the sun didn’t shine for ever…So now it’s up to us to keep the memories alive

  2. Sarah Mackie says:

    Ray was the most generous of souls. When I was expecting a delivery of a new couch and my son needed help taking the old one down to the sidewalk, I called Ray for help. He said, “Yes!” immediately to my request. When my daughter was laid up from surgery, it was Ray who went to her house and helped her change her sheets. An excellent cook, Ray was always making one lunch or dinner. I will never forget his kindness, his humor, and his skill at making people happy — which is what he wanted to do more than anything.

  3. Rest in Peace my Friend!

  4. ceci says:

    This transformational awareness about the possibilities inherent in branding are in deep alignment with our own company’s brand vision. You inspire me all over again. Love and peace always. . .

  5. Antonia says:

    Ray. I miss him so much. What a spirit! What a friend! God bless you, Ray. We all love you. xox Toni

  6. Boris Veselov says:

    I didn’t get a chance to work with Ray for very long. But during the time I spent sharing the office space with ca square Ray was always very kind and friendly. We had a few conversations and he was always so positive and energetic. I’m so sorry to hear the news. Rest in peace dear Ray and let your words live forever.

  7. julie says:

    Rest in peace, Ray.

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