Elevating the Discovery family of brands

For Discovery Latin America, Rafkin rebranded and re-launched Discovery Channel, Discovery Kids, and People and Arts Network (a joint venture with the BBC.) For the U.S. Hispanic market, Rafkin created a new positioning and branding strategy to target bilingual families for Discovery Familia. For Animal Planet, Rafkin conducted a brand architecture and integration project when Animal Planet acquired the Treehugger® and Petfinder® brands. And for the global Discovery Channel, Animal Planet and TLC brands, Rafkin led a comprehensive brand extension and product licensing project, which resulted in a new merchandising plan and strategic licensing vision for the company.

Throughout this time, Rafkin provided strategic branding counsel to the Discovery Latin America region, which included leading a Latin American brand council and training marketing staff on brand strategy and corporate identity.

Lee was engaged to run a Brand Council for all of our Latin American pay-TV networks at Discovery Communications. Working with network heads, programmers, marketers, researchers and Creatives over a two year period, Lee completely repositioned two of our TV networks, tackled regionalization in Brazil and Mexico, established guidelines for licensing our brand in Latin America, and responded to competitive threats by National Geographic.

Lee has an incredibly sharp and strategic mind, and is also one of the best communicators I've ever seen. He trained our junior people and was able to galvanize our senior team like no one else.

Luisa Valor Casali

Vice President of Marketing & Communications, AMC Networks Latin America