"99% of startups fail". Want to be among the 1% that succeed?

Then you need to master branding, and I’ll tell you how ↓

By aligning everything and everyone behind a strategy that puts your brand at the heart of your startup and ensure all decisions are guided by it.

When you do this, you can:

→ Manifest your differentiated position
→ Inspire and engage the right customers
→ Influence a higher perceived value (and gain pricing power)
→ Improve your bottom line exponentially
→ Enhance your team's focus and motivation
→ Strengthen creativity and innovation across the board

As a consultant, I have the freedom to question your assumptions, discover hidden truths, and identify overlooked challenges and opportunities.

Through a human-centered methodology and my 5-step framework called Epicenter✷, I get to the core of your business to understand, address, and reframe these insights, providing the direction needed to establish an indisputable position in your market.

I've successfully implemented the framework with dozens of startup teams worldwide who were able to raise millions in funding, make millions in revenue, and reach millions of people.

Here's what leaders like you said:

Dimo Yanchev, CEO & Co-founder, Almacena ↘
“We had a vague, confusing idea of our direction but now we understand our goals and actions for both the short and long term. Ezequiel’s a brilliant strategist and an amazing person.”

Juan Esteban Zuleta, CEO at Kin Analytics ↘
"Ezequiel goes beyond just knowing about branding. It was a breakthrough experience that led to transformative discussions that changed how we see our company and our brand's essence."

Guido Stefani, CEO & Co-founder, Extendeal ↘
“Ezequiel excels at interpreting situations to optimize them effectively. He guided us to think long-term and to question everything with intelligence.”

All of my work is rooted in my experience as a Disney executive for over 22 years, where I led award-winning teams in Latin America and Europe, and played a key role in shaping iconic brands like Disney, Marvel, and Star Wars for the digital age.

If you want to get serious about your brand and fixing your narrative, send me a DM!

See you soon!

Ezequiel Abramzon

Most people go to tech events to network.

I go to collect evidence…

Every time I go to a tech event, I run the same experiment.

A copy safari.

I picked up the habit at Disney.

We used to walk cities around the world scanning what brands were saying, showing, and selling, tracking how trends were evolving in real life.

Now I do the same thing at tech events.

I walk the entire expo floor scanning how brands communicate.

This week, I did a 34,188-step copy safari at MWC Barcelona:

✓ Badge checked
✓ Camera on
✓ Coffee in hand
✓ Off I go…

Booth 1: "The future of innovation…”

Booth 2: “Your future with AI…”

Booth 3: “Empowering your future…”

Booth 4: “Unlock a better future…”

Booth 5: I need a drink.

Aisle after aisle…
Booth after booth…
Millions spent…
Months of planning…
Endless approvals…
All to say the same thing… every year.

I’m at one of the world's most innovative events, surrounded by some of the biggest tech brands and they all sound identical. 

Let that absurdity sink in for a second.

So, here’s my take:

The companies behind those photos aren't stupid.

Their leaders are just asleep.

They have the budgets.

They have the teams.

They have the agencies.

What they don't have is the courage to say something different.

That’s a massive opportunity for startups.

Before your next web update, pitch deck, or event booth, ask this:

“Could a competitor say this exact same line?”

If yes, it’s probably your category talking, not you.

You're a startup founder.

Innovation is literally your job.

So innovate with your branding too.

Unless…

You’re asleep. 

Are you?

Ezequiel Abramzon ✷

I help growth-stage startups fix their brand narrative so they stop sounding generic and become the obvious choice for customers and investors | 22 years at Disney... So yeah, I’ve seen a thing or two about brands

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I used to enter planes on the main door and turn left.

Now I enter last and am happier than ever before.

Many things changed since I left the executive life at Disney.

Did I say “many”? Actually, almost everything changed!

At Disney, I was part of the machine.

And I mean that in the best possible way.

Flight booked, car waiting, confirmed agenda, presentation ready.

A full team making sure I could focus on what only I could do.

Like a pilot who walks onto the plane and finds everything ready: fuel checked, crew briefed, you just take the controls, make the calls that only you can make, and land it.

It was a privilege I didn't fully appreciate until it was gone.

Because the day I went solo, the machine disappeared.

Suddenly, I was the pilot, the copilot, the flight attendant, and the guy loading the luggage at 5 am… Every email, every proposal, every invoice, every post, every scheduling change, every follow-up. 

Me, all the way.

It was a brutal, necessary, clarifying switch.

But here's the irony…

When I work with growth-stage founders, I face the exact opposite challenge.

They built everything with their own hands: the pitch, the website copy, the LinkedIn posts, the sales scripts… They were in every meeting, on every call.

And it worked… until it didn’t.

Because now the company is growing, the team is bigger, but the founders still can't let go.

I've seen marketing teams lose weeks of work because a founder decided to rewrite a presentation the night before the pitch. 

I've seen campaigns delayed because the copy "didn't sound right" to someone who hadn't talked to a customer in months.

I know exactly why this happens, and it’s not because of ego.

It's fear.

Fear that without their hands on it, something will break.

That’s why a strategy is the ultimate asset for a growing startup.

It gives the team a shared language, a clear direction, and the confidence to execute without waiting for permission.

When everyone is aligned… 

You don't need to approve every message. 
You don't need to rewrite every slide. 
You don't need to be in every room.

The strategy does the work you used to do alone.

My switch was from having everything done for me to doing everything myself.

Yours is from doing everything yourself to trusting that the right system makes everyone better than you ever were alone.

That's what having a strategy gives you.

It prepares the plane, briefs the crew, and shows the flight plan.

So you can finally do what you're actually here to do:

Fly the thing.

Rio de Janeiro, here we go!

Next week, I’ll be keynote speaking at Kamay Code Rio.

Heavy 🥺 

The last time I was on a stage in Brazil, I was a Disney executive showing how we were innovating in brand storytelling across dozens of industries.

That was 7 years ago.

On Wednesday the 18th, I'm back but without the magic badge.

And I'm bringing a brand new talk: 

"The singularity advantage: Become a brand impossible to ignore."

There’s only 1 slide about AI, and you’re not going to like it.

If you are in town or planning to go:

→ Museu do Amanhã, Rio de Janeiro
→ March 18th
→ Get your ticket at www.kamaycode.com

Grateful to Kamay Ventures and the team for having me back.

See you there!

Apple just entered the mascot game!

Meet: Lil’ Finder Guy.

Apple dropped a series of TikTok videos introducing this adorable character as part of their MacBook Neo launch.

They are stepping into a special territory: Gen Z.

What a better way to do it with a little cute character.

Is it here to stay?

I hope so! 🩵 

I'm sure of one thing: 

We are about to see a LOT of new mascots around.

🤷‍♂️

Apparently, I've unlocked a new ICP: "Mums" 🤪 

"We automated everything" Yeah, including the lying. Great job!

What if books came with an AI agent trained on the author’s voice, so readers could ask questions, challenge ideas, and go deeper in real time, while reading?

Audible make it happen!

Yes, I know. My posture is a disaster.

But that’s not the kind of uncomfortable I want to talk about.

Let me ask you something:

Do decisions at your startup take longer than they should?
Do marketing and sales often say different things?
Do people leave meetings with different interpretations?
Does your pitch, website, and content feel disconnected?

If you answered yes to any of these…

That’s misalignment.

Nobody puts it on the P&L, but it's the most expensive item on it.

Most teams I talk to and work with have been living with this for months, sometimes years.

They just never called it what it is.

It shows up as wasted money, slow sales cycles, weak marketing, and staff eventually quitting.

Last week, I experienced a perfect example of it.

I asked a leadership team one important question, and two founders gave me opposite answers.

Not kind of different.

Opposite.

And both of them thought they were aligned.

Boom 💥  the room exploded.

Everyone started talking louder, and the conversation got ugly.

What I tend to do in these situations is go Depeche Mode:

Enjoy the silence.

I let the tension do its work, resisted the urge to fix it… until it was too much, and I took the room back with a new question:

“If both of you are right, which company are we actually running?”

Silence.

Suddenly, they saw it:

They were operating under different realities.

And if a leadership team can't align on what they're building, what do you think their customers are hearing?

The tricky part of misalignment is that it looks like normal meetings, normal decisions, normal work, until one day you realize everyone has been building a different version of the same company.

The moment a team can see that clearly, in the same room, at the same time, everything changes.

That uncomfortable question nobody asked (and I did) became the most valuable conversation the business had in months.

That's the paradox.

The uncomfortable conversation is not the problem.

Avoiding it is.

99% of brands would have put their logo on this coaster.

Texas Longhorn didn’t.

Sitting at their restaurant in Stockholm, I looked down and saw it.

I smiled like a kid who just got away with something.

And then I thought:

Someone at that company made a decision.

A small, completely optional, and easy to avoid decision.

Nobody was going to notice if the coaster just had the logo.

Nobody was going to complain.

The brief probably said “print coaster," and someone said, wait, what if we actually said something here?

That's it.

That's what I mean by having a brand mindset.

It's being conscious about crafting memories, meaning triggers, emotions, at every level, on every decision.

Intentional singularity.

What if this was one of your web popups on your SaaS?

Or a screen in the onboarding tutorial of your app?
Or the error message when something isn’t working?
Or the loading screen?
Or the subject of your automated welcome email?
Or the placeholder text in your empty search bar?
Or the confirmation screen after they sign up?

Most startups are so busy working that they overthink big brand moves and never make the small ones count.

Remember the kid in “The Matrix”?

Well…

The coaster is never just a coaster.

I f*cking love the other 1%.

Most companies that claim to be revolutionary aren’t.

So why do they keep claiming it?

I've been collecting bad branding for years in a file called "The Redundancy Report," and revolutions have their own chapter.

I started it as a joke for a client, then it became research.

Now it should belong to a museum 😅 

When a tech company claims to be revolutionary, but looks, sounds, and feels like every other one in our feeds, it creates the opposite of what they intended:

Doubt, disinterest, or worse… indifference.

You don't think "Wow, finally something new.”

You think "I've seen this before.”

Maybe it works with investors, but they’ve been drowning in revolutionary pitches since 2015.

Maybe it works with early adopters, but they'll try it, tell someone, and then move on to the next shiny thing because that's literally what they do.

We know that since 1962, thanks to Everett Rogers and his curve.

Early adopters are the spark, not the engine for growth.

You don’t need to sound like history in the making.

People want solutions that work now.

Not in two years.

Now.

Which begs the question: 

Why are you still selling the long term?

Show the value you can bring today.

That's what gets people to buy, stay, and trust you.

People want the safety of solid ground.

Stop selling the earthquake.

Evogenom

At Evogenom, we’re pioneering a new approach to wellness by combining genetic insights with actionable, personalized health recommendations. Our mission is to empower individuals to make proactive, data-driven choices that align with their unique biology. We’re building a global brand that brings the future of wellness directly to consumers, starting with our expansion across Europe.

What We’re Focused On:

Innovation in Wellness: Creating science-backed wellness solutions that go beyond genetic testing, integrating bio-data and habit-based insights to offer a truly personalized approach.

Global Reach: Scaling internationally to make our solutions accessible worldwide, helping people everywhere gain a deeper understanding of their health.

Trusted Brand & Partnerships: Establishing Evogenom as a leader in wellness tech, collaborating with top research institutions and industry innovators.

Culture of Purpose: Building a team and company culture rooted in innovation, collaboration, and a shared commitment to improving lives.

Evogenom is redefining what it means to understand and work with our biology, bringing a new level of clarity and choice to the wellness journey. It’s an exciting mission, and I’m proud to be part of it.

Chief Executive Officer

S Factor Company

- Leading brand transformation projects for startups and established businesses across various industries.
- Designing and implementing comprehensive brand strategies and brand identities to align with business goals and create significant growth.
- Creator of the S Factor Kickstarter Online Program, helping entrepreneurs build a strong foundation for their business and brand. Launch October 2024
- Offering individual and group coaching to entrepreneurs, focusing on business development, brand strategy, and customer experience.
- Running Kickstarter Cohort and Brand Builders Club group coaching programs, tailored for startups seeking strategic guidance and peer support. Next cohort starts in October 2024 - open for registration!

Founder & Brand Builder, CEO

Oyama

As Co-founder of Oyama, I’m incredibly proud of what we’re bringing to the table—making emotional intelligence a core part of every organization. Oyama is all about giving people easy-to-use, powerful tools for personal growth and mental well-being, blending tech and psychology in a way that’s never been done before.

This is the new era of personal development and organizational change. With just one app, companies can equip their teams with the skills they need to grow, connect, and thrive—creating a ripple effect of well-being that boosts the whole business.

Emotional intelligence at every level, for teams that work better together and businesses that succeed. This is the future, and we’re excited to change the game how it's done! 💜

Co-Founder

Ultra Property Partners

Co-founder of this exciting new real estate experience company innovating how real estate ownership is done and introducing the new way to do that. We bring data-driven insights to help property owners make smart decisions that grow value. Then we take it a step further, upgrading the entire property experience with brand concepts, design, and tenant-focused solutions. More to follow, this is just the beginning.

Co-Founder, Partner

Avenue Biosciences

• Worked with the founding team on laying a foundation for the business, including strategy, brand, CX and offering design. 
• Crafted the brand strategy and identity
• Defined a customer experience strategy and currently designing it to ensure superb service and value for customers. 
• Supporting the team in bringing the brand to life for maximum impact.

Advisor

Hanken Business Lab

As a coach and mentor, I’m dedicated to supporting the evolution of the next generation of innovators and disruptors at Hanken Business Lab's pre-incubation program, "Playground". During the program I make sure to share my experience and knowledge in branding, brand strategy, customer design, storytelling, and pitching to empower entrepreneurs to transform their ideas into successful ventures. 

I offer customized coaching and mentorship to assist startups in navigating the complexities of building a strong brand identity and crafting powerful narratives that attract their dream customers. The program has an amazing atmosphere, and I love to bring my energy and spirit to support an environment filled with creativity and entrepreneurial spirit.

Business Mentor

Herizon

Mentor

Blueprint Genetics

With the acquisition of BpG by Quest Diagnostics, a leading healthcare and Fortune500 company, my role includes an even bigger responsibility to strengthen the Blueprint Genetics brand leading a stellar Brand and Customer Experience team globally. Making sure that CX becomes the key differentiating factor for Blueprint Genetics and beyond, and ensuring winning with CX secures future success, is the key focus going forward.

In the role of leading Brand and CX, and as member of the executive team, I'm responsible for the holistic Customer Experience as well as act as steward of the Blueprint Genetics brand. This includes leading all teams and processes on group level working with all the the touch points of the customer journey, between the brand and external customers and stakeholders. These teams and functions include #CustomerExperience #ClinicalBranding # BrandCommunication #Marketing #ProductMarketing #Commercialisation #ClientServices #Communication #PR #DigitalExperience #CustomerInteraction

In the end my responsibility is to make sure that all touch points with Blueprint Genetics deliver ‘on #brand’, match the value proposition given, and consistently provide a customer experience that matches our brand promise. As it’s impossible to deliver a state of the art external customer experience without a great internal customer experience, I’m as well involved in many ways in working with making sure our whole Blueprint team has the tools needed to excel in their work, our culture supports our mission and that people have fun at work.

CXO, Brand & Customer Experience

As Chief Experience Officer and member of the management team, I'm responsible for the Brand and the holistic #CustomerExperience at Blueprint Genetics. This includes leading all teams and processes working with the touch points between the brand and external customers and stakeholders. These teams and functions include #Marketing, #Branding, #Offering, #Commercialisation, #ClientServices, #Communication, #PR, and #DigitalExperience. 

In the end my responsibility is to make sure that all touchpoints with Blueprint Genetics deliver ‘on #brand’, match the value proposition given, and consistently provide a customer experience that matches our brand promise. As it’s impossible to deliver a state of the art external customer experience without a great internal customer experience, I’m as well involved in many ways in working with making sure our whole Blueprint team has the tools needed to excel in their work, our culture supports our mission and that people have fun at work. 

Blueprint Genetics is working in one of the most fascinating areas in healthcare and is changing diagnostics globally by providing actionable genetic knowledge in all medical specialties, through world-class genetic testing and diagnostics. Having been part of building this extraordinary company from early days is an incredible journey not comparable with anything else. Simply love being part of this amazing and unique team, building a globally recognised and valued brand, and making sure our success story just gets even more impressive with every day that goes by.

Chief Brand & Experience Officer

Joined a startup at its early stage with the mandate to build a brand from scratch, setup a marketing function, create all touch points from digital platforms and marketing materials to sales support and communications.

Marketing Director

Quest Diagnostics

With the acquisition of BpG by Quest Diagnostics, a leading healthcare and Fortune500 company, my role includes an even bigger responsibility to strengthen the Blueprint Genetics brand leading a stellar Brand and Customer Experience team globally. Making sure that CX becomes the key differentiating factor for Blueprint Genetics and beyond, and ensuring winning with CX secures future success, is the key focus going forward.

In the role of leading Brand and CX, and as member of the leadership team, I'm responsible for the holistic Customer Experience as well as act as steward of the Blueprint Genetics brand. This includes leading all teams and processes on group level working with all the the touch points of the customer journey, between the brand and external customers and stakeholders. These teams and functions include #CustomerExperience #ClinicalBranding # BrandCommunication #Marketing #ProductMarketing #Commercialisation #ClientServices #Communication #PR #DigitalExperience #CustomerInteraction

In the end my responsibility is to make sure that all touch points with Blueprint Genetics deliver ‘on #brand’, match the value proposition given, and consistently provide a customer experience that matches our brand promise. As it’s impossible to deliver a state of the art external customer experience without a great internal customer experience, I’m as well involved in many ways in working with making sure our whole Blueprint team has the tools needed to excel in their work, our culture supports our mission and that people have fun at work.

Senior Director, Brand & Customer Experience

Fiskars Group

The main responsibility for me as the Marketing Manager for Fiskars Homeware was to develop and execute the Fiskars Homeware brand strategy and then create and execute a customer-centric common toolkit for in-store, web and media that could be implemented in all countries in the markets in Europe. I had the overall marketing communication of the brand as my responsibility. The work included planning, executing and developing the marketing communication in all media and for all markets, including advertising, in-store visibility, internet, tactical marketing materials, sales support etc. One essential task was also to inform, support and inspire the local teams in all Fiskars Homeware markets by giving them on-going information, creating tools to succeed and support them in their marketing and business tasks.

The most important projects I managed during my time at Fiskars were working on redefining brand strategy (identity, positioning etc.), package renewal project of the whole portfolio, developing a global permanent in-store concept, launching Fiskars Homeware websites for 17 countries, and building a communication platform between the brand and all sales and marketing units.

Global Marketing Manager I Brand team I Fiskars Homeware

Driven by a passion for brand building, life science, growth, innovation, entrepreneurship, and inspiring people, I bring energy and vision to every project I take on.

I’m proud to lead Evogenom as CEO, working with an incredible team at the forefront of wellness innovation. We’re building a new era of personalized well-being, where science and data empower individuals to make smarter choices based on their unique DNA. It’s an exciting time as we expand internationally, combining my passions for wellness, growth, brand building, and people-centered leadership.
www..evogenom.com

I’m also the founder of S Factor Company, where my signature S Factor Kickstarter Program offers ambitious entrepreneurs the tools,coaching, insights and direction they need to build their own success stories. This is my 25 years of experience packaged in one comprehensive and highly actionable starter program. The program is fully accessible online, providing practical foundations for creating and launching your business - no matter what stage you are at. 
www.sfactorcompany.com

Beyond these roles, I’m a co-founder of two other companies Oyama and Ultra Property Partners, each innovating in its field, advisor to startups, and mentor at Hanken Business Lab, working closely with the next generation of innovators. As a speaker and coach, I’m passionate about helping people and teams live up to their true potential and reach new heights in brand building, entrepreneurship, and growth.

What Drives Me
I’m passionate about lifting people and ideas, helping them truly take off. My purpose is to inspire and elevate, whether through building brands and inspirational cultures, or championing innovation. I love empowering people and teams, fueling creativity, and creating brands that leave a lasting, positive impact.

What I’m all about:
- Brand Building & Marketing
- Startups & Growth Companies
- Leadership & Culture
- Innovation & Creativity
- Team Development & Positive Impact

Let’s connect if you’re interested in the intersections of my topics — or if you’re a founder or team leader ready to bring a vision to life.

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Ezequiel Abramzon

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The Battle

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Sofia Lund

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Ezequiel Abramzon's LinkedIn Performance

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