9. Why differences are profitable with Gelaine Santiago

<p>Who decides what is mainstream?</p><p>In today’s episode, I talk to Gelaine Santiago about how she rewrote her script and lead her companies by focusing on <em>her</em> 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.</p><p>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.</p><p>We also talk about:</p><ul> <li>How to defy the gatekeepers</li> <li>What mainstream <em>actually</em> is</li> <li>How brands can authentically represent differences even if their team are not a part of those communities</li></ul><p>Connect with Gelaine:</p><ul> <li><a href="https://www.gelainesantiago.com/" target="_blank">Her website</a></li> <li>Her brands <a href="https://www.shopcambio.co/" target="_blank">Cambio & Co</a>. and <a href="https://www.instagram.com/sinta_co/" target="_blank">Sinta & Co.</a></li></ul><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon.</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a></li> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul><p><br></p>

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