We believe that a brand is not a one-way discussion.
We believe that a brand is a relationship that creates an expectation, and the more truth there
is in that relationship, the more positive the expectations.
We believe strategy is choice.
We believe telling the truths means a whole hell of a lot more than just telling no lies. It’s
harder and it’s deeper but it’s also got magic in the heart of it.
Rebeca Arbona
President, Chief Truth-Teller
Rebeca is a leading expert in strategic branding with a proven track record in brand creation and reinvention, naming and strategic facilitation. She works with teams to build clear, truly authentic brands that tell a meaningful story.
Prior to founding BrandTrue, formerly Tapestry Strategy, Rebeca served as an Executive at both Brandtrust and Interbrand. She has broad experience in leading cross-functional teams to excellence across a variety of industries including CPG, spirits, retail, finance, health and professional services.
Rebeca holds a BA in Linguistics from Yale University and an MBA in Marketing from the Stern School of Business at New York University. In addition, she serves on the Marketing Advisory Board at the Lindner School of Business at the University of Cincinnati and is a board member and mentor at UpTech, a tech accelerator program for startups.
Cha Soutar
Vice President, Defender of Truths
Cha has an extensive background in both branding and market research in the CPG industry. She served as an account executive for Interbrand as well as the ARS Group. In addition, she has been an independent consultant for Ipsos ASI in Cincinnati and New York.
Cha has a BA from the University of Kentucky and an MBA from the University of Cincinnati. In addition, she serves on the board of UpSpring, a local non-profit dedicated to the educational needs of children experiencing homelessness.
"As a person in the early stages of running my own small business with a limited budget, I would attest to Rebeca's ability to provide insightful, practical advice that moves your business forward. She has an innate ability to listen to your needs, provide easy to execute solutions, and give you fresh ideas or views that will differentiate your business from others."
