About — Brands that leave a mark

If I had to define myself the standard (and boring) way, I'd say I'm a brand strategy specialist with 10+ years of experience across all kinds of industries. And that's about when I start getting technical, I look like I know a lot, and you get tired of reading.

I don't like introducing myself like that. So let's try again.

I'm Mati, and I got into the world of brands quite a few years ago.

Like many, early on I said yes to any project that let me learn, practice and show what I could do. But over time I started noticing there were projects that drained me. That I struggled to finish, that didn't excite me even when everything looked fine.

And it wasn't a lack of discipline — I felt disconnected. I felt out of line with my purpose. That's when I understood the problem wasn't the strategy: it was working with brands that had nothing good to say.

When one of those brands showed up — the ones that want to do things right, with real values and genuine commitment — everything changed: focus, energy, creativity. It all flowed. And that's when I knew that was the way to go.

Since I decided to work exclusively with purpose-driven brands, everything changed. Every project genuinely excites me. It connects me. It challenges me. But above all, it proves that the tools I've built — the frameworks, the processes, the strategic lens — can be more than business solutions: they can become catalysts for impact.

And nothing fills me more than watching those brands — the ones that dare, the ones that commit — grow with clarity, with consistency, and leave a real mark.

And you? Are you one of those who dare? If so, I'd love to help make your brand leave a mark.

Commitment

I choose which side to be on.

I'm part of Creatives for Climate, a global network of creatives who decided to put our work at the service of a better planet. Less noise, more impact.

Discover Creatives for Climate →

What?

I provide strategic brand solutions —architecture, strategy, differentiation, management— and add value through specialization.

How?

Side by side with the decision-maker —owner, founder or CEO—, I bring method where there was instinct: proven frameworks, processes and tools that give structure, clarity and focus, supporting every step.

For whom?

Startup founders and owners of established SMEs —with a track record and revenue— that grew on instinct and now want a brand that's up to what they've built. In one line: people who want to grow while doing things right.

Why?

So that companies that do things right stop competing on price and have a brand that's up to the business: one that shows what they already do well and drives their growth instead of holding it back.

Matías Marinaro in a radio interview — Monthly segments on FM Aries

It all started with a gap.

I got into the world of brands back in university. And I noticed something that didn't sit right with me: strategy was used for operations and management, but the brand was treated as a purely creative area, separate from the business. That's where I found brand strategy — what I call the link that ties together management, brand and communication.

Matías Marinaro working with a team — Tailored Brand Strategy & Communication workshop · 2025

My first projects, abroad.

Since the field wasn't really known here yet, my early years were with companies abroad — mostly in the United States, where for decades brands have been built on a strategic base and not on a purely creative hunch. I was lucky to co-create tons of brands in those years, and along the way I never stopped training. Then came Europe: I lived a couple of years in Spain, working on projects over there.

Matías Marinaro with a workshop team at Studio — Workshop “From Idea to Identity” · 2024

Today, with my heart here.

In 2023 a colleague brought me into a project for an Argentine client and I realized the market was maturing. Today I keep some clients abroad, but nothing excites me more than helping local brands grow and differentiate.

I work under a less is more philosophy: on long-term engagements, like Fractional Brand Manager, I never take on more than 3 clients at a time, and I'm firm about not straying from my specialty. For everything else, I'm lucky to lean on a team of talented people (designers, developers, analysts) I can count on when the situation calls for it.

Shall we talk?

Are you one of those who dare?

If so, I'd love to help. Book a free 30-minute call and let's talk about your project.

Book your call

Ever wondered what the world would look like if we dared a little more?