I’m Rufina, a brand and marketing strategist. I genuinely believe that brands are cultural assets. What is an asset? An asset is a resource with tangible and intangible value. Creating assets is an art and a craft; it’s about connecting the dots with precise marketing tools, sharp insights into human behaviour, as well as using knowledge across life areas.

Coming from an academic-entrepreneurial family, being born in Russia, educated in Switzerland and London, and now living between the UAE and London, I have a deep respect for creating a balance between tradition and innovation — something I’ve learned from the diverse cultures I’ve immersed myself in.

I’ve worked with both emerging and established brands, a lot of them were on the verge of tech and design. Each with their own pace, philosophies, and vision of innovation. What all of these strategies had in common, however, was the creation charisma that made customers feel heard, moved, and excited. These are deeply cultural aspects, yet also precise marketing tools and logic!

Brand strategy is not a textbook; a brand for people is created by people. It’s my honour to keep learning and contributing my experience and energy to every business I interact with!