A tattoo is for life.
It’s about what left a mark on our lives.
Behind the infinite tattoos that exist, there are few desires.
What do we need? To feed ourselves, have a place to live and health.
What do we want? Status, affiliation and letting go of fears.
We make decisions based on what we want, not what we need. This is where the brand makes the difference.
Disney is the most tattooed commercial brand, not because of its price, campaigns or claims, but because of how it made so many people feel.
Harley-Davidson represents a tribe that defines a status for its community.
In sponsorship, it is very difficult to get fans to tattoo a sponsor’s brand, but our job is to try.
Different sponsorships are measured with different metrics, but ultimately it’s about being relevant in the lives of customers.
It’s as challenging as it is simple: understanding real desire and meeting ever-increasing expectations.
