Cities today compete to attract visitors, investment, and talent in the same way that companies strive to conquer markets. In this context, building a strong brand has become a strategic asset. Few professionals understand this process better than David Ruiz, founder of ruiz+company and one of the most influential figures in branding in Spain. In light of his participation as a speaker at the Excellence and Inspiration Meetings in Zaragoza World Capital of Garnacha, we spoke with him about reputation, territorial identity, and the role of creativity in crafting cities with international appeal.
You are known for your work in branding and communication. For those who may not be familiar with you, how would you introduce yourself?
I’m David Ruiz from Barcelona. In 1993, I founded a communication and branding studio where we work across nearly all disciplines related to creativity. From advertising campaigns to the creation of brands from scratch or rebranding processes, which are precisely some of the projects we have been requested the most in recent years.
Our studio is entirely focused on creativity. In fact, we are interested in working with clients who truly believe in the value of ideas and creativity as a strategic tool.
More and more cities are competing to attract tourism, investment, and talent. In this context, many associate their image with iconic products, as is the case with Zaragoza and garnacha. What is more important: the product or the ability to build a solid narrative between them?
These are two distinct issues, and both are important. However, I believe that the relationship built between a city and those elements that represent it is what truly provides long-term stability.
Products can be excellent ambassadors, but what is truly relevant is creating a coherent and authentic narrative that connects those assets with the city’s identity. This is where our work as branding and communication professionals comes into play.
«Products can be excellent ambassadors, but what is truly relevant is creating a coherent and authentic narrative that connects those assets with the identity of the city.»
When we think of a city, we often recall monuments, cuisine, or experiences, but we also retain a visual image. What role does that communication play in the perception of a destination?
It is fundamental. Often, the first contact a person has with a city is through its tourism communication. That communication is already conveying information and generating expectations.
Depending on how that message is constructed, it will either attract or fail to attract visitors. That is why communication serves as a true business card and must be treated with the importance it deserves.
This entails responsibility, honesty, and a high demand for the quality of what is communicated. Personally, I have always argued that it is better to do fewer things but do them very well. When a lot of content is generated without depth or emotion, the only thing achieved is adding more noise. And there is already too much noise.
«A brand is built with consistency.»
In addition to working with institutions and territories, you also collaborate with numerous wineries. Is building the image of a winery very different from that of a city?
This diversity is precisely one of the great riches of our profession. We can simultaneously have projects open for a car brand, a winery, or a tourism institution.
From a methodological standpoint, the process is exactly the same. We always start with a phase of analysis and deep understanding of what we are going to work on. We need to know each sector in depth, almost becoming experts.
The difference appears later, when the time comes to translate that idea and concept into a visual identity, a strategy, or a specific narrative. But the foundational creative process is always the same.
A while ago we talked about how we imagine Zaragoza in ten years. If we were in New York or Dubai today and someone mentioned Zaragoza, what would you like them to think of the city?
I would like them to say something like: “There is a city called Zaragoza that I had barely heard of, I didn’t even have it located on the map, and yet I have been hearing interesting things about it for the last few years.”
It would be fantastic for Zaragoza to become a discovery for many people. For those who know it to feel that they have found a city with its own personality and attractive proposals that deserve to be known internationally.
You are participating as a speaker at these sessions aimed at the Aragonese business community. What can such meetings provide?
Above all, shared knowledge. It doesn’t matter where that knowledge comes from. The important thing is to generate debate, exchange experiences, and inspire each other.
In my case, the goal is not to sell services but to explain how we work and show that branding is not just a tool for selling products. It is a tool for building image, prestige, and reputation. To me, that is even more important than the product itself.
«I would like them to say something like: ‘There is a city called Zaragoza that I had barely heard of, I didn’t even have it located on the map, and yet I have been hearing interesting things about it for the last few years.'»
Would that also be your main advice for entrepreneurs?
Yes. When a company decides to build a brand, it must understand that it is starting a long-term process.
Branding does not generate immediate results. It requires time, coherence, and continuity. Many times, projects start with a lot of enthusiasm but end up being reduced to a launch or a one-off action. And that’s not how a brand is built.
A brand is built with consistency. When everything is limited to an event or a specific campaign, the impact quickly disappears. It may generate notoriety for a few weeks, but it leaves no lasting mark. What truly creates value is sustained work over time.
David Ruiz advocates for a vision of branding based on creativity, honesty, and the patient building of reputation. A philosophy that, applied to both companies and territories, seeks to transform simple promotional messages into narratives capable of generating long-term recognition and prestige.
