Rinks Canetti

Rinks Canetti was the branding agency formed by Tom Rinks and Rene Kennedy in 2007, as discussed in Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023). The agency’s model combined branding fees with equity in companies it helped create or reshape.

The source presents the agency as the bridge between earlier one-off consumer properties and larger brand-building projects. DeLeon Tequila showed the emotional-luxury version of the model, while Sun Bum became the breakout CPG case that eventually led Tom and Rene to close the agency and focus on the sunscreen brand.

Connections

• Tom Rinks and Rene Kennedy - founders.
• DeLeon Tequila and Sun Bum - major brand projects in the episode.
• Visual Brand System, Emotional Brand Relationship, and Consumer Brand Moat - reusable patterns behind the agency’s work.