Mindful Creative with Radim Malinic: Brand Strategy Lessons from Disney's Customer-Centric Thinking – Ezequiel Abramzon

Release Date: April 7, 2025
Host: Radim Malinic
Guest: Ezequiel Abramzon, Global Brand Strategy Consultant

Introduction

In the latest episode of Mindful Creative with Radim Malinic, Radim welcomes Ezequiel Abramzon, a seasoned brand strategy consultant renowned for his customer-centric methodology, Epicenter. Ezequiel shares his remarkable journey from an art student in Argentina to a senior executive at Disney, and eventually to founding his own consulting practice. This episode delves deep into the importance of strategic thinking in branding, drawing valuable lessons from Disney's approach to customer-centricity.

Ezequiel's Early Life and Creative Foundations (00:50 - 07:30)

Ezequiel opens up about his upbringing in Argentina, a country he describes as one of the most creative globally, especially in the creative and knowledge industries. Growing up in an upper-middle-class family, he was immersed in an environment that fostered creativity and open-mindedness.

• Cultivating Patience through Art:
  Reflecting on his teenage years, Ezequiel recounts attending private art classes where he spent hours meticulously copying apples and other subjects. This early training instilled in him a profound sense of patience and attention to detail, traits that have significantly influenced his professional journey.

  Ezekiel Abramzon [06:05]: "I was able to spend hours and hours learning different crafts and because of that I couldn't invite my kids to do what I do."

• Transition to Graphic Design:
  His passion for art naturally evolved into graphic design during his high school years. Ezequiel found a harmonious balance between his artistic inclinations and his family's desire for him to pursue a university degree, leading him to study graphic design—a decision that set the foundation for his future career.

  Ezekiel Abramzon [07:36]: "I found in graphic design the win-win for my family. It's a university title and degree and it's what I like."

Forging a Career with Disney (07:36 - 22:46)

Ezequiel's professional path took a significant turn when he began freelancing for Disney in Argentina, initially working on character illustrations. This collaboration blossomed, leading him to join Disney formally and embark on a 22-year tenure with the company.

• Pioneering Digital Transformation:
  Joining Disney in the early '90s, Ezequiel was at the forefront of Disney's digital initiatives in Latin America. He played a pivotal role in localizing marketing materials, launching websites, and spearheading the company's online presence.

  Ezekiel Abramzon [10:11]: "I started launching the websites in Spanish, supporting the Portuguese as well. I became the Digital guy in the team, the only one that actually cared about that honestly in the 90s."

• Leadership and Innovation:
  As Disney's digital landscape expanded, Ezequiel rose through the ranks to become the General Manager of the Digital Business, overseeing multi-million dollar projects and introducing Disney to platforms like Twitter and Facebook in the region. His leadership was instrumental in positioning Disney's digital ventures as innovative and revenue-generating endeavors.

  Ezekiel Abramzon [10:11]: "We were embracing the technology advancements in marketing and creativity and we were applying that in a way, we were the digital version of the Walt Disney company Milata, like a startup within the company."

Encountering Burnout and Reinventing Himself (22:46 - 29:43)

After decades of dedicated service, Ezequiel faced a critical juncture in his career marked by burnout, exacerbated by the challenges of the COVID-19 pandemic. This period of intense pressure and personal reflection led him to make a life-altering decision.

• The Moment of Realization:
  Confronted with mounting stress and a desire for personal well-being, Ezequiel chose to leave Disney and relocate to Spain, seeking a fresh start and a chance to rediscover his purpose.

  Ezekiel Abramzon [26:47]: "It's like jumping from a moving plane. ... I made the leap."

• Embracing Change:
  The pandemic served as a catalyst for Ezequiel to reconnect with his purpose, immerse himself in continuous learning, and pivot towards a career that aligns more closely with his passion for strategic brand development.

  Ezekiel Abramzon [29:43]: "I started really going deep into who I am again. Because over 22 years at Disney, as an executive, you become the role."

Transition to Consulting and the Birth of Epicenter (29:43 - 40:47)

Ezequiel harnessed his extensive experience to establish a consulting practice focused on helping entrepreneurs shift from product-centric to customer-centric branding. His methodology, Epicenter, emphasizes comprehensive strategic planning over fleeting MVP (Minimum Viable Product) approaches prevalent in the startup ecosystem.

• Identifying the Gap:
  Ezequiel pinpointed a critical flaw in many startups: the lack of a coherent strategy. Recognizing that 99% of new companies operate without sufficient strategic planning, he sought to bridge this gap by introducing a structured, long-term approach to brand development.

  Ezekiel Abramzon [33:33]: "99% of the companies that are created every single day, they don't think enough, they just do."

• Developing a Comprehensive Process:
  Unlike traditional branding exercises that might take a week, Ezequiel's Epicenter process spans four months, dedicating time to deeply understand and craft a brand's strategic foundation before diving into execution. This method ensures that brands are built on a solid, customer-centric base.

  Ezekiel Abramzon [40:47]: "We spend over four months building and writing and discussing and workshopping the strategic part before doing anything."

The Integral Role of Strategy in Branding (40:47 - 46:19)

Ezequiel emphasizes that strategy is the bedrock of effective branding, contrasting it with the often superficial, visually-driven approaches common in the creative industry.

• Beyond Visual Identity:
  He explains that a brand encompasses much more than its visual elements. It involves a 360-degree experience that integrates storytelling, organizational design, talent development, and long-term vision.

  Ezekiel Abramzon [35:47]: "A brand is not visual at all. Or at least it's many, many more things. It's a 360 degrees experience."

• Aligning Internal Processes:
  Strategic branding requires aligning internal processes, team structures, and organizational goals with the brand's narrative. Ezequiel's approach ensures that every aspect of a company, from its pitch to its marketing strategies, aligns cohesively with its brand identity.

  Ezekiel Abramzon [46:25]: "I go into the numbers, I go into the capabilities, I go into the talent development of the company, I go into how are you, when are you, and how are you going to fund your company."

Overcoming Challenges in Client Engagement (46:19 - 44:30)

Implementing a thorough strategic process often encounters resistance, especially in environments driven by immediate results and rapid execution.

• Convincing Clients to Embrace Patience:
  Ezequiel discusses the difficulty of persuading entrepreneurs and startups to invest time in long-term strategy rather than seeking quick fixes. His solution lies in integrating the strategic process seamlessly into the company's workflow, likening it to a routine commitment akin to going to the gym.

  Ezekiel Abramzon [41:11]: "We meet at least once a week in the same time, the same day for two to three hours is like going to the gym."

• Building Client Relationships:
  The prolonged nature of his process means that clients often take time to come onboard. However, Ezequiel highlights the value of working with committed partners who understand and appreciate the depth of his strategic approach.

  Ezekiel Abramzon [43:07]: "They talk about the experience and it's something slow about the decision making, which is fine with me."

Future Endeavors and Reflections (46:19 - 54:07)

Looking forward, Ezequiel shares his aspirations to scale his consulting practice while maintaining the quality and depth of his strategic engagements. He also touches upon personal growth and the continuous pursuit of learning that has defined his journey.

• Scaling with Integrity:
  Ezequiel aspires to expand his consulting reach without compromising the personalized, in-depth approach that defines Epicenter. This involves potentially building a team that can uphold the same standards of strategic excellence.

  Ezekiel Abramzon [52:49]: "Scaling probably this type of business is one of the challenges in the next years, which I hope I find a way without losing control."

• Continuous Learning and Personal Development:
  Reflecting on his recent years, Ezequiel emphasizes the importance of lifelong learning, therapy, and coaching in overcoming personal and professional challenges. This multifaceted approach has been pivotal in his ability to evolve and adapt.

  Ezekiel Abramzon [50:34]: "I made so many mistakes and something that I don't believe I mentioned this. I had the support of my family, my friends, former colleagues and people from my team that called out."

Conclusion

Ezequiel Abramzon's journey offers profound insights into the intersection of creativity, strategy, and customer-centric thinking. Drawing lessons from his extensive tenure at Disney, he underscores the critical need for comprehensive strategic planning in building enduring brands. By prioritizing long-term vision and deep customer understanding, Ezequiel advocates for a paradigm shift in how startups and creative ventures approach branding. His methodology, Epicenter, serves as a testament to the power of strategic foresight in fostering sustainable business success.

Notable Quotes

1. Ezekiel on Starting His Graphic Design Business:

   "I started my graphic design business when I was 16."
   [09:11]

2. On Disney's Digital Transformation Role:

   "We were embracing the technology advancements in marketing and creativity and we were applying that in a way, we were the digital version of the Walt Disney company Milata, like a startup within the company."
   [10:11]

3. Describing the Transition from Disney:

   "It's like jumping from a moving plane."
   [26:47]

4. On the Importance of Strategy in Startups:

   "99% of the companies that are created every single day, they don't think enough, they just do."
   [33:33]

5. Defining a Comprehensive Brand:

   "A brand is not visual at all. Or at least it's many, many more things. It's a 360 degrees experience."
   [35:47]

6. On Client Engagement Process:

   "We spend over four months building and writing and discussing and workshopping the strategic part before doing anything."
   [40:47]

7. Reflecting on Personal Growth:

   "I made so many mistakes... I had the support of my family, my friends, former colleagues and people from my team that called out."
   [50:34]

This episode is a treasure trove for creatives and entrepreneurs alike, offering actionable insights grounded in Ezequiel Abramzon's extensive experience and strategic acumen. By bridging the gap between creative passion and strategic execution, Ezequiel provides a roadmap for building brands that are not only visually compelling but also deeply resonant with their target audiences.