Everything a brand says and does is a result of what it is—and how much value it’s able to create or capture.
Ester Rabinovici is an expert in brand intentionalism. A marketeer in the fullest sense of the word, she combines training in industrial design with strategic marketing studies at Stanford University and graphic design instruction under Milton Glaser, at the School of Visual Arts in New York.
Ester draws on diverse creative skills and a deep technical understanding of brand ecosystems and product lifecycles to uncover, develop, and realize long-term economic value for her clients. Her disciplined creative process has been hard at work for more than two decades, building successful brands, product lines, agencies, ideas, and experiences. She specializes in brand strategy, brand systems, omni-channel and experiential retail, industrial design, and behavioral marketing.
A self-made entrepreneur, Ester began working from home in her native Colombia, while rearing two children. There she laid the foundation of what grew to become the full-service marketing agency, Rabinovici & Asociados. The business then expanded to the U.S., with the launch of Miami-based Rabinovici & Associates in 2000. After relocating to Miami, Ester continued to grow the business. After 20 years at the helm of the agency, she passed the baton to her partner and son to pursue consulting full-time under Ester Brands.
Here, she uses her hands-on approach to help CEOs, CMOs, and entrepreneurs turn their companies into value-commanding brands. Her strategic consulting method helps brands build long-term foundations to compete in challenging markets as well as experience more fruitful mergers and acquisitions outcomes. With key internal teams, she guides companies through the process of researching, building and deploying brand frameworks and assets that shape portfolio and marketing strategies.
In addition to supporting large multinational corporations, Ester maintains a passion for guiding medium-sized companies on their journey to becoming major brands.
Often referred to by clients and colleagues as a “Brand Whisperer,” Ester’s methodology begins with delving into a business’s DNA and competitive environment to instill what she terms “intentionalism” into brands. This structured approach works over time to build the real and perceived value of a brand.
With Ester’s unique set of principles and frameworks, organizations can elevate their offerings to occupy a different place in the minds of customers. As she says, “Loyalty is wonderful, and love is better, but desire is what makes people drive twice as far, pay three times as much, lose all their inhibitions, and completely re-order their life priorities.”
These brands could tell you.
Ester’s served as brand strategist to globally-recognized names like Kodak®, EJ Gallo® wines, Latam Airlines Group®, Totto® Hewlett-Packard® and Zumba®. Over a fifteen-year period, she helped entrepreneur Pepe Badia turn his ethnic spice company into the global household name it is today: the Badia® Spice brand. With the ability to impact entire portfolios and businesses across industries, she helped Salix® get the attention of Spectrum Brands and Nutranex® achieve a $500M sale to Clorox® Brands.
Ester lives in Miami with her husband Samuel. She would love to speak with you in English, Spanish—or even better, in Spanglish—about how to build brand wealth for your product, business, or organization.
Let’s start a conversation about your brand.