Who decides what is mainstream?
In today’s episode, I talk to Gelaine Santiago about how she rewrote her script and lead her companies by focusing on her story. Gillian began her businesses’ branding by following the conventional idea of “mainstream,” but it wasn’t until she ditched that idea that she saw her customer base grow like never before.
Gelaine is the CEO of Cambio & Co, a Filipino jewelry company, and Sinta & Co, a Filipino wedding company. Through running those companies she has learned about the power of storytelling, and now helps small businesses and entrepreneurs reach new audiences through the mastery of storytelling.
Welcome to Inclusion and Marketing, the show that’s all about helping you win the attention, adoration and loyalty of more consumers, especially those with differences that are often ignored by brands. I’m your host, Sonia Thompson, a marketer and someone with a lot of differences. Let’s get to it.
We also talk about
- How to defy the gatekeepers?
- What mainstream actually is?
- How brands can authentically represent differences even if their team are not a part of those communities?
Access the full transcript of the episode here.
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Until next time. Remember, everyone deserves to have a place where they belong. Let’s use our individual and collective power to ensure more people feel like they do.
Somebody’s waiting on you.
Thanks for listening.