Maria Arango O.

Understand the essence, craft the story, establish the brand.

About my work

As an independent brand strategy consultant, I offer fresh perspectives on brand positioning for diverse sectors worldwide, establishing relevant narratives for new brands, and rethinking the narratives of existing ones.

Abstract minimalist illustration of a hummingbird with wing and body in light blue against dark background.
JAS logo in white on a dark blue background.
Close-up of a black textured surface with a gold circular logo containing the letter 'P'.
Empty stage with a large illuminated 'ASAI' sign, set up for a performance or event, inside a warehouse-like venue with exposed metal roof structure.
Open magazine showing a woman in a green dress sitting and smiling, with framed photos on the wall behind her, on a wooden surface alongside a teal booklet and a teal card from Marco Polo Club.
Two hardcover notebooks with elastic bands, one white with blue band and the other navy blue with black band, both featuring the SONKIM LAND logo at the top left corner.

  • Olaf Muller, Founder and CEO, MG Group, Vietnam

    “I’ve had the pleasure of working with Maria for over five years, and she’s been our go-to brand strategist ever since. She brings a rare combination of professionalism, reliability, and sharp strategic thinking to every project. Branding and positioning exercises can often be complex, with clients who are unsure or demanding—but Maria has the experience and seniority to lead the process with clarity and confidence. She knows how to bring people along and deliver results. Above all, she has become a trusted friend and collaborator—someone I would recommend without hesitation.”

  • Elaine Kwan Davis –previously Engagement & CRM Manager, Cathay Pacific

    “As the lead brand strategist for the relaunch of The Marco Polo Club, Maria oversaw the creation and delivery of the project – in the process helping us to challenge the ways we understood and communicated with our members. She played an important role in creating an overarching roadmap of communications, implementation of the new brand across multiple channels, and brought alignment and clarity among different internal and external parties working with Cathay Pacific.”

  • Stephen M. Usery, ex-Vice President-Commercial Oneworld Alliance

    “I would like to thank Maria for her keen intellect and exceptional project management skills, leading a team that met impossible deadlines, with work of the highest calibre, in the face of tight restrictions.”