Big-brand thinking. Built for growing brands.
Alberto Aranda, Founder and Principal, Clarity Loop Advisory
Strategy only matters if a business can execute it.
I'm Alberto Aranda, and I started Clarity Loop Advisory on one belief: brand strategy only matters if a business can actually execute it.
I spent two decades at The Coca-Cola Company. I started as a country marketing director in Latin America, in Chile, Colombia, Venezuela and Central America. I went on to lead global brand and portfolio strategy for the Coca-Cola trademark across 120+ countries, then ran brand strategy for 26 markets across Eastern Europe from Athens.
Along the way I learned that the hardest part is rarely the idea. It is getting many people to act on it: country teams, creative and media agencies, and Coca-Cola's independently owned bottlers, businesses we did not control but had to align behind one plan. That is the work I bring to every client.
Since 2019, I have also run Wize-Capital Investments, my own investment practice. Investing sharpened how I look at brands: as a growth story that is either real or hyped. And as co-owner of a food franchise with my wife, I learned how strategy holds up at the counter, with our own capital on the line.
Clarity Loop Advisory brings those three perspectives, global brand leader, investor and owner, to consumer brands and technology companies that are still growing.
- Led global brand and portfolio strategy for the Coca-Cola trademark across 120+ countries, steering a combined marketing budget of more than $100 million
- Led the global brand strategy behind Coca-Cola's “One Brand” approach and the “Taste the Feeling” campaign
- Defined the market-entry and positioning strategy for Coca-Cola Zero's expansion into 80+ countries
- Drove 20% volume growth for Coca-Cola Zero Sugar across 26 Eastern European markets
- Delivered +20% profit growth for Coca-Cola's global juice portfolio
- Built Juice University, a capability program that trained 500+ marketers worldwide
- Categories
- Sparkling beverages, water, juices, sports drinks, food service and franchise retail
- Markets
- Global (120+ countries), North America, Latin America and Eastern Europe
- Expertise
- Brand strategy and positioning, portfolio architecture, innovation from insight to launch, integrated marketing, agency and partner leadership, team building
- Education
- Bachelor of Business Administration, Finance and International Business, Florida International University
- Based in
- Alpharetta, Georgia, working with clients everywhere
You work with me directly.
When you hire Clarity Loop Advisory, you work with me directly. No hand-offs to junior staff. For research, design and execution, I bring in a trusted bench of specialists and agencies, so you get exactly the skills you need and pay only for them.
- Strategy only matters if you can execute it.A plan nobody acts on is just a document.
- Clarity beats volume.One sharp idea outperforms ten scattered ones.
- Insight before ideas.Great work starts with a true and surprising understanding of people.
- Growth means profit, not just noise.I look at brands the way an investor does.
- Leave teams stronger.My job is to build your capability, not your dependence on me.
Book a discovery call with Alberto
Thirty minutes, no obligation. You will leave with at least one useful idea, whether we work together or not.