Rina Plapler

Partner, Strategy, New York

Rina, who has graduate degrees in religion, has always been curious about how people bond and create rituals to deepen their relationships and find meaning.

For more than 25 years, she has applied this thinking to shaping brands that connect and create strong attachments.

Organized, determined and intense, Rina is a Partner at MBLM and leads all strategy initiatives. This includes research and thought leadership, naming and positioning, and messaging and portfolio optimization, Rina worked for a broad range of clients at MBLM including UL, CommScope, Alliance Bernstein, Streetworks, Emcara Health, symplr and the United Nations. Rina also leads MBLM’s thought leadership and annual research on Brand Intimacy, the emotional science behind the brands we use and love. She is the co-author of the Amazon bestseller Brand Intimacy: A New Paradigm in Marketing.

Prior to joining MBLM, Rina held leadership positions at FutureBrand and Gormley & Partners. She has extensive experience with complex global brand initiatives across a variety of industries including development and tourism sectors, financial services, healthcare, and technology. Her previous clients have included Bank of America, Citibank, MasterCard, AT&T, J&J, Corning, the Government of St. Lucia, Mexico Tourism, Qatar Tourism, and the Government of Peru.

Rina has a BA from McGill University and holds two master’s degrees from Harvard University. She has lived and worked in Montreal, Boston, New York, Cairo and Scotland.

Media Mentions


MarCom Awards 2022
Digital Media – Mobile Experience Information
Camp CommScope


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