LALO

I founded LALO, a brand strategy consultancy with a human-centered approach and methodology designed to provide strategic clarity and creative direction. This enables entrepreneurs to consistently lead and execute in alignment with their brand, unlocking significant momentum for their startups.

We facilitate a mindset shift towards clarity by combining expert facilitation, strategic insights, educational components, and brand management fundamentals. This approach gets to the core of the business, allowing us to understand, frame, and address the challenges startup teams face. By guiding them to embed brand-led thinking into their day-to-day practices, we ensure lasting impact and alignment with their vision.

Startups need compelling strategies to connect with customers and employees in meaningful ways, because people choose brands they care about — brands that make them feel special.

Our foundational philosophy is that leaders must be intentional
in every aspect of the brand from the inside out, as early as possible, to capitalize on the long-term potential of the business.

To achieve this, they must put people at the center of the brand and the brand at the center of the business.

We call it Epicenter™

Founder & Brand Consultant

CUIDARLOS 

I co-founded Cuidarlos, the platform that enables families with elderly loved ones to find caregivers and manage them intelligently. The app is operating in Argentina and we are working to expand our footprint to other Latin American markets.

Co-Founder

40+ League

We are the First League of Experts, Leaders, CEOs, C-Level, and Professionals who are 40+ and want to continously Reinvent Ourselves!
As 40+ League Members, we are seeking to benefit from our years of experience, enhance our talent, acquire new skills, achieve new opportunities, grow our network, get out of our comfort zone, and change our mindset.
Our goal is to unite all of us in one place to accelerate our reinvention. We have created the most complete and specialized Professional Reinvention Platform and Community of Practice (CoP).
As members, we have access to our unique method, and we also offer training and education from the most recognized experts in different subjects. And we also enjoy unique experiences.
Our mantra is, “never stop learning.” We follow it every single day. By doing so, we become relevant, and we increase our competitiveness.
40+ League: Where we reinvent ourselves and become stronger than ever!

Branding & Creativity Expert

The Walt Disney Company

On my last role at Disney I was responsible for the Creative and Product Development teams of the Disney Consumer Products division for Europe, Russia and South Africa. These teams collaborate with hundreds of companies, some of the most important brands and retailers in the world to bring Disney’s stories and characters to life through innovative and engaging products and experiences across more than 100 categories, from toys and fashion, to food and home.

Vice President, Global Product Creation (EMEA)

In my last role at Disney Latin America I was responsible for the Creative and Product Development teams of the Disney Consumer Products division in the region. These teams collaborate with hundreds of companies to bring Disney’s stories and characters to life through innovative and engaging products and experiences across more than 100 categories, from toys and fashion, to food and home.

Vice President, Creative & Product Design

In addition to my General Manager role in the Digital Business I was also responsible for the Publishing business where we collaborated with the most important publishers in the region to launch Books, Magazines, sticker albums and apps.
I also led the new integrated Creative Services team that help every business of Disney develop branded materials, campaigns, Character Art and Style Guides and more.

Vice President & General Manager, Disney Interactive & Creative Services

With the constant evolution of the Digital space we continued expanding the operation across multiple platforms and business models. To the existing businesses and operations we added Digital Distribution (TV shows and movies throughout online portals and broadband operators) and the launch of the Social Media operation in multiple platforms like Facebook, Twitter, Instagram, YouTube and more. We developed the Content Network for advertisers on which we would develop Branded Content for advertisers and partners. We launched Disney Babble, the first Bloggers network for women in Latin America with dozens of influencers in multiple countries and hundreds content pieces that reached millions of users.
We also launched the Social Games and the apps and games local development operations to launch Mobile Games, Social Games, Mobile Apps, Augmented Reality experiences and more.

Vice President, Digital Media

To my existing responsibilities of Online Marketing, Mobile Content Distribution, Digital Advertising, third party e-Commerce and Virtual Worlds I expanded my role to oversee the Gaming Business (Console, Online and PC). We expanded our teams to Argentina, Brazil and Mexico.
During this period we launched the Latin American operation of Club Penguin in Portuguese (Brazil) and Spanish (rest of Latin America), the most important virtual world for kids that engaged with several generations. This launched included the set up of a Customer Service operation, Online Marketing, Content Creation and Distribution in Retail.

Director, Digital Media

Since 2004 I expanded my role. Apart of managing all online marketing efforts and operation, I started to develop digital businesses such as Mobile Content Distribution, Digital Advertising and Virtual Worlds.

Senior Manager, Digital Media

In this role I was responsible of the first Online Marketing operation of Disney Latin America including the launch of Disneylatino.com, the first website for Latin America in the history of the company. Then we expanded the digital presence of several businesses: Movies, Radio, TV and more.

Manager, New Media

I started ad Disney as a Creative Designer. My main role was to Art Direct and Localize all Marketing materials that supported the launch of every Theatrical release (Movies): Posters, in-Theater materials, Flyers, Campaigns, Ads, Banners, and Websites.

Supervisor, Creative

FIRST Global (International FIRST Committee Association)

FIRST Global is an international nonprofit that organizes an international robotics competition for high-school students from more than 160 countries that create robots, team up and compete for a cause. In 2018 I had the honour of representing The Walt Disney Company and delivered this incredible award.

Judge “Walt Disney Award for Imagination and Creativity”

Academy of Television Arts & Sciences

I had the privilege to judge hundreds of digital content pieces from around the world for several years in a row.

Judge - International Emmy Awards Digital

University of Buenos Aires

As an ad honorem teacher at the Graphic Design arm of the University of Buenos Aires I was part of Silvia Gonzalez's Typography team in different roles throughout the years and taught to thousands of students in different levels.

Typography Teacher

RGB Entertainment

I created the visual identity system for Popstars Argentina, a reality show that selected talented artists among thousands of contestants. I developed the logo, the communication materials, competition assets, and led the on-air graphics design.

Art Director, POPSTARS ARGENTINA (Reality show)

Ezequiel Abramzon

I worked for Design studios, Advertising agencies, Publishing and Entertainment companies.

Freelance Designer and Illustrator

Bridger Conway

As a Graphic Designer I worked in hundreds of projects for well known companies, magazines, TV shows and Production companies.

Senior Designer

"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 Epicenter✷ strategy framework, 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 building your legacy, send me a DM!

See you soon!

Ezequiel Abramzon ✷

Did you know this about LinkedIn?

↓

Before we get to the numbers, a quick story.

LinkedIn is the app I spend the most time on.

It’s my digital HQ.

So walking into their Madrid office last week felt special.

The place where I “live” online, suddenly… real.

When I worked at Disney, people used to ask me with a dreamy smile, eyes glowing, and their hands as if wishing for something: 

“So… what’s it like to work in a Disney office?”

I could feel them imagining magic spells in elevators, talking pets in meeting rooms, and flying coffee cups around my desk.

So I can picture how you might feel right now hearing that I’ve been to LinkedIn’s office.

Yes. It’s pretty cool.

And, no. I didn’t see The Algorithm, sorry.

But I did learned this:

LinkedIn is not just a social network.

It’s 3 marketplaces in one:

1) Talent Marketplace: connects job seekers with hiring managers
2) Knowledge Marketplace: connects creators with audiences 
3) Product & Services Marketplace: connects buyers with sellers 

Three inseparable layers of our favorite digital lasagna:

We look for work. 
We sell our work.
We have conversations in the middle.

Right now, there are:

→ 1,300,000,000 user profiles
→ 69,000,000 company profiles
→ 42,000 skills declared
→ 14,000,000 jobs created

And in a single minute:

→ 5,000,000 profiles are changed
→ 17,000 connections are made
→ 50,000,000 platform fixes are shipped

A massive, mind-blowing powerhouse that started 23 years ago in Reid Hoffman’s living room, built to help people connect, share opportunities, and grow their careers.

And f*ck yeah it delivered.

Big time.

- - 

Thank you Maria Eugenia Renaldi for hosting us and Aranzazu Echezarreta for bringing IAE Business School alumni together one more time.

- - -

If you found this post helpful:

❤️ → Give it a like 
💬 → Share your thoughts in the comments
♻️ → Repost it to help others
🔔 → Follow me for more insights on brands and strategy
📩 → DM me and let’s fix your brand narrative

Fix your startup’s sh*tty brand narrative | Own a solid market position, win better clients, convince investors, and attract rockstar talent | Strategy consultant | Ex-Disney

CEO: “We need an ad at the Stockholm airport”
Marketing: “Say no more. Hey Frank, open ChatGPT! We have work to do…!”

😂

Shit work is what’s going to kill your job.

Not AI.

- - -

If you found this post helpful:

❤️ → Give it a like 
💬 → Share your thoughts in the comments
♻️ → Repost it to help others
🔔 → Follow me for more insights on brands and strategy
📩 → DM me and let’s fix your brand narrative

No alternative text description for this image

Your marketers are melting.

↓

I’m sensing an authentic marketing crisis.

But not the one you’re thinking of.

We’re all talking about the next big AI thing, new workflows, more tools, the “future of” everything, but we’re forgetting something so basic it’s almost embarrassing to admit.

Marketers are exhausted.

→ Always putting out fires, with no time to stop and think
→ Given endless to-dos, but nobody helps them prioritize
→ Expectations are 10x bigger than the budget they get
→ Everyone pulls them in every direction: founders, sales, product
→ Juniors are doing everything, without the skills to do it all well
→ Seniors are stuck executing, without the team to back them up
→ They push content everywhere, but nothing really engages
→ New tools keep popping up, but results keep going down

I see it first-hand in the faces of marketers I collaborate with every week, and it goes way deeper than we think.

And if you look at the data… it’s not pretty:

↳ 73% of marketing departments report pressure to “do more with less.”

↳ 1 in 5 social media managers functions as a “one-person social media department.”

↳ Nearly 60% of CMOs say their resources are insufficient to meet strategic goals.

↳ 63% of CEOs rate their marketing teams as “average or below.”

More workload, less focus.

More stress, less creativity.

No wonder why 90% of the ads we see are CRAP!

We live in an age of unlimited tools and channels, where anyone can reach the world almost for free and it's probably the best moment in history to do marketing.

Yet, it has never been harder.

Because behind every campaign, every post, every dashboard, there’s a person trying to make sense of it all.

Every day. For your business.

And to be fair, most founders aren’t marketers or don’t have marketing experience.

You might not know how to lead them, how to measure their work, or how to protect them.

So if you’re a founder, stop for a minute.

Call your marketing person, your team, your agency or partner.

Ask them:

→ How are you doing?
→ What’s working and what’s not?
→ What would you do differently if you had the space to think?
→ How can I help you do your best work?

Who knows, maybe that conversation changes how you see your business, and reminds your team why they believed in it.

You know…

Better to melt hearts than marketers. 😅 

- - -

If you found this post helpful:

❤️ → Give it a like 
💬 → Share your thoughts in the comments
♻️ → Repost it to help others
🔔 → Follow me for more insights on brands and strategy
📩 → DM me and let’s fix your brand narrative

Don’t treat your customers like Vecna treats Hawkins.

[NO SPOILERS BELOW]

Advertising tries to take something from you.
Branding tries to give something to you.

Yes. I know. 
It sounds exaggerated.
But the difference is important.

We don’t want to be chased by brands.
We want to feel understood by them.

Branding builds the relationship.
Advertising activates it.

You need both working together so that when you finally ask for something, you’re speaking to someone who already cares.

So, don’t be Vecna.
Build a brand they’d actually choose to follow, not run from.

- - -

If you found this post helpful:

❤️ → Give it a like 
💬 → Share your thoughts in the comments
♻️ → Repost it to help others
🔔 → Follow me for more insights on brands and strategy
📩 → DM me and let’s fix your brand narrative

Every startup thinks their brand narrative is clear.

Until they open their mouth…

After working with hundreds of founders, I’ve learned the friction rarely comes from one place, it usually shows up across the business, from the complicated issues to the (embarrassing) simple ones.

I’m curious to see where you struggle the most.

So I’m running a quick poll below.

What’s the hardest part of putting your brand narrative into practice?

→ Getting your team aligned
→ Turning your narrative into content
→ Keeping it consistent everywhere
→ Other (leave it in the comments)

PS: Your answer will help me shape upcoming posts and trainings.

- - -

If you found this post helpful:

❤️ → Give it a like 
💬 → Share your thoughts in the comments
♻️ → Repost it to help others
🔔 → Follow me for more insights on brands and strategy
📩 → DM me and let’s fix your brand narrative

What’s the hardest part of putting your brand narrative into practice?

I wish I could build a machine that gives you clarity with one click.

But hey… bad news, that machine doesn’t exist.

Most people want that instant “now we have a strategy” feeling, as if it were a button you could just press, but strategic clarity doesn’t happen overnight.

Strategic clarity can’t be treated as an event, a 2-hour workshop, or a 3-day strategic retreat.

It’s a habit that compounds.

It builds through daily decisions and alignment, and strengthens every time a team slows down enough to think, question, define, and choose.

It’s very rare to see a startup behave like that.

The way I see it, a startup without a strategy is like a small boat in the middle of the ocean without GPS, stormy weather, and a crew rowing in different directions.

A catastrophe in the making.

And I see this lack of clarity every week.

Here are a few examples of how I helped startups gain clarity:

A startup’s messaging was aiming at “anyone” in their sector, so we defined their four core target segments, divided them into primary and secondary, and clarified what to say to each.

They ended up spending less and getting better results.

Another startup had never mapped its category, sounded identical to competitors, they even used the same colors as the leader. So we defined a differentiated point of view to set the right context for the value only they could claim, and built an attractive, more distinctive identity to help them own their own space.

Prospects started to understand them better, and sales conversations started to move faster.

Two co-founders were giving two different versions of the company in every pitch, and their website and social profiles looked like they were from different companies. So we built one narrative the whole team could stand behind, and unified how the brand showed up everywhere.

They closed a big brand client right after.

None of this happened by accident.

And none of it happened without leadership.

It took full commitment from their leaders, months of research, deep dives, workshops, cross-function discussions, and lots of creativity and hands-on work.

And the best part was seeing these teams smiling, more motivated and energetic at the end.

Like a big weight was lifted off their shoulders.

This is the part most founders underestimate, the belief that a rebranding, a repositioning, the whole idea of investing in a better strategy is “for customers”.

But the reality is that it’s also an investment in their teams.

If you want a company that moves with confidence, clarity isn’t optional. 

It’s your job as a founder to make it a priority, a common practice, and visible at all levels.

And you know exactly which button to press for that.

It’s not the ON button.

It’s START.

- - -

If you found this post helpful:

❤️ → Give it a like 
💬 → Share your thoughts in the comments
♻️ → Repost it to help others
🔔 → Follow me for more insights on brands and strategy
📩 → DM me and let’s fix your brand narrative

Dear founder: THIS is HOW you recruit rockstar talent 👇 

Take note.

Co-Founder, Evidenza | Synthetic Research

We are hiring our very first marketer at Evidenza!

We are a team of 17 now, but we’ve waited a long time to hire a marketer.

It’s not because Jon and I don’t think marketing is important.

On the contrary, it’s because we think marketing is so important that we refused to let anyone do it other than ourselves. It’s where we try to spend most of our time, since brand is the deepest of moats. 

But we have reached the limits of our abilities as marketers, and the time has come.

We are searching for a "full-stack" marketer who can:

1)   Increase the mental and physical availability of Evidenza. 
2)   Scale distribution through paid advertising on LinkedIn.
3)   Turn founder-led thought leadership into a well-oiled content machine.
4)   Manage a sprawling network of vendors and freelancers.
5)   Teach us the dark arts of “conversion optimization.” 
6)   Learn at least three words in Italian.
7)   Use AI for literally everything.

I can promise you this: you will never need to prove the ROI of marketing here. You will never need to explain to us that marketing costs money. You will never need to tell us to make the logo bigger. You will never be treated like a sales-support function. You will exist at the cutting edge of marketing and the cutting edge of AI, at an (insanely!) fast-growing start-up.

Marketers who have never heard of the Ehrenberg-Bass Institute or Binet + Field need not bother applying. Sadly you won’t make it past the first interview question (“Have you read How Brands Grow?!”).

Doppio points for any alumni of Mark Ritson’s Mini MBA Program.

We’re also hiring more sellers, more engineers, and more researchers, BTW.

But the marketer will have a very special place in our hearts!

All roles are based right here in paradiso, AKA Brooklyn Heights.

Reach out or apply on our B2B marketing platform of choice, LinkedIn…

WhyJam

We've helped 40+ tech startups replace the "everything to everyone" approach with a clear positioning strategy and a distinctive brand identity that supports it.

Founder

Gobzi Inc.

Brand Strategy Consultant

Brand Identity Designer

You’ve been heads down building something the world hasn’t seen before. But quick early sales didn’t turn into steady growth, competitors didn't stand still, and potential customers kept saying “sounds great, but we’re not sure yet”. More often than not, it’s not a product issue, but a positioning problem. That's where I step in.

Hey! I'm Viktar, glad you stopped by. 

I used to optimize manufacturing processes (even got a master's degree). Now I help early-stage tech startups understand their ideal customer, position their product as the obvious choice, and communicate value with crystal-clear messaging. In other words, I do the “boring” part of marketing that quietly drives everything else.

If your startup has hit a plateau, I’ll help you fix weak positioning so your ideal customers immediately understand why your solution is exactly what they need. We'll do this in a focused two-week positioning sprint.

Here’s why it works better than most marketing solutions:

→ No upselling. A pre-defined package means you know exactly what you're getting and why.
→ Only what you need. Every deliverable solves a real problem, nothing extra to look nice on a slide.
→ Faster execution. A focused process means we move quickly and keep costs down.

It has worked for over 30 startups so far, and I'm confident you'll find it helpful as well.

Drop me a message or book a kick-off meeting (check the featured section).

Cheers,
Viktar.

Viktar Milasheuski

I got laid off a week ago and suddenly started reading a lot more books 🤓

With all this unplanned free time, I thought, why not start sharing my favourite pieces here? Feels like LinkedIn could use some respected marketing wisdom right now.

Currently reading Marketing 4.0 by Kotler, who highlights that the desire to please everyone is misleading.

If you want to build a distinctive, memorable brand, you have to accept that some people won't like it.

But if there are people who are willing to guard you (brand lovers), you're on the right track!

Obsessed with Brand & Product Marketing, Positioning, Strategy, and everything in-between. Looking for a challenging full-time opportunity 🔍

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Ezequiel Abramzon ✷

Viktar Milasheuski

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taplio

The Battle

Ezequiel Abramzon ✷

Viktar Milasheuski

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