Independent brand strategist working with agencies and clients internationally

About

Independent brand consultant championing meaningful growth through clear, actionable strategies that provide brightness to brand building and enhance sharpness for decision-making.

Focused on developing relevance and resonance through human-first strategy and cross-cultural positioning, he allows organizations navigate the complexities of global markets while leveraging the power of local nuance.

Professional background

Deloitte logo with white text on a black background.
Text image with the words 'INTERBRAND' arranged vertically in white against a black background.
Black background with large white text reading 'MBLM'
Black circular background with the word 'Padre' in white text centered.
Black circular sign with white text that reads 'wc are haming.'
Black background with the word 'PICNIC' in white capital letters

Services

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Brightness for Brand Building

Brand-led Growth Opportunities

Sociocultural Shifts Mapping

Trend & Market Analysis

Audience Profiling & Segmentation

Strategy-driven Market Research

Brand Audits & Creative Coherence

Visual Identity & Design Oversight

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Sharpness for Decision-Making

Strategic Advisory & Brand Governance

Brand Strategy Development

Brand Architecture & Portfolio Management

Naming, Naming Systems & Tagline Generation

Strategic Narratives, ToV & Messaging

Brand-based Innovation (P&S Dev)

Roll-out Blueprints & Execution Plans

Work

Close-up of a building with blue glass windows and a large black sign with the white Samsung logo on it.

Samsung

with Picnic (Spain)

  • Project leadership to develop strategic routes for growth for Samsung’s positioning cornerstone Tecnología con Propósito

Close-up of a blue denim jacket with a white label on the sleeve that reads "LAAGAM" against a clear blue sky.

Laagam

Independent (Spain)

  • Brand truth exploration, development of creative concept, brand narrative and name. Visual identity overseeing.

Close-up of the front part of a WooHoo vehicle with a silver or light gray exterior and blue logo, parked on a street.

Voltio by Mutua

with Padre (Spain)

  • Market analysis, opportunity assessment, strategic brand creation, brand narrative, naming, messaging and tone of voice.

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Madrid City Council

with Padre (Spain)

  • Cultural relevance exploration, market research, brand repositioning, brand essence distillation and narrative development for the City of Madrid.

Billboard advertising Grand Madrid Casino Torrelodones

Gran Madrid

with Padre (Spain)

  • Development of strategic platform, brand architecture, naming, naming system and verbal identity. Design oversight and roll out plan.

Blue sign with white 'comex' logo against cloudy sky background.

Comex

with Padre (Mexico)

  • Business reframing and brand repositioning for Universidad Comex. Brand architecture proposal and service portafolio management.

PPG logo on the side of a white building against a clear blue sky.

PPG

with MBLM (US, Mexico)

  • Strategic definition and coexistence of brands after Comex’s acquisition by PPG to create a unified identity and message for all audiences.

Silhouetted mountain peaks in Monterrey Cerro de la Silla with a full moon in a clear blue sky

Sigma Foodservice

with Padre (Mexico)

  • Five-year relationship creating, repositioning and relaunching some of Sigma’s key brands such as Yoplait, Azerta or El Estanciero inter alia.

Exterior of a Santander bank branch with a bright red sign featuring the bank's name and logo, which includes a stylized flame symbol.

Tuiio Santander

with Padre (Mexico)

  • Ex Novo Brand Creation. Market assessment, human behaviour analysis, brand strategy, naming, tagline, brand voice, messaging and brand launch.

People clinking glasses of red wine outdoors.

E&J Gallo

with Padre (US, Puerto Rico, Mexico)

  • Multi-year, multi-brand strategic collaboration with world’s largest wine producer for Frutézia, André and Mixéa.

Miniature red Coca-Cola delivery truck toy on a white background.

Arca Continental

with Interbrand (US, Mexico, Ecuador)

  • Brand diagnosis, brand strategy and brand portafolio management for over 30 brands under Wise (US), Bokados (MX) and Inalecsa (EC).

A clear glass bottle with a swing-top closure, containing a transparent liquid, featuring a red label with a jaguar and the text 'MATA DE MONTE', along with details about alcohol content and origin.

Mata de Monte

Independent (US, Mexico)

  • Complete brand creation plan from business idea to retail shelf. Concept and product development, full branding project, go-to-market, brand launch.

Billboard with orange background displaying the text "ANÁHUAC Grande líderes y mejores personas" and a partial photo of a smiling woman.

Anáhuac

with MBLM (Mexico)

  • Full brand diagnosis, brand strategy, repositioning, strategic brand narrative and storytelling: tagline, campaign claim and copywriting

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Totalplay

with MBLM (Mexico)

  • Brand diagnosis, positioning opportunities, brand strategy development, portfolio optimisation, product architecture and naming systems.

Glass bottle of Púa mezcal with a wooden cap against a plain background.

Púa Mezcal

with Padre (US, Mexico, Spain)

  • Complete brand creation plan from business idea to retail shelf. Concept and product development, full branding project, go-to-market, brand launch.

Close-up of a Nissan car emblem on the front grille, with a sunset or sunrise in the background.

Nissan

with Interbrand (Mexico)

  • Cultural intelligence, global strategy adaptation and strategic portfolio assessment and evolution prior to Nissan Tsuru discontinuation.

Get in touch

ruy diez
Independent Brand Consultant
Madrid and Mexico City

hey@ruydiez.com
(+34) 611 77 22 77
(+52) 55 3977 6445

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