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When it comes to being a value driven brand, it is so much more than a couple of words, or sentences on your homepage. It is something that you become and you embody through every decision, every interaction, and every touchpoint of your brand. 

Although I know the importance of a strong set of values, for a while I was scared of being tied down to a couple of words. Not because I couldn't embody said words, but because I believe in too many things and I didn't want to leave anything out. 

Before I get started, I want to talk to you about what I learned from my journey to finding what it was that I valued. I learned that it doesn't happen overnight. Your brand's values are not something you choose from a list of buzz words, and they are so much more than SAYING you are "authentic" and "intuitive." Your values derive from a passion of yours, from something that you fight for without hesitation. 

As I said, before I stand for so many thing. As a Dominican, Queer, Non-Binary from The Bronx, I HAVE to stand for so many things because so many things affect me. When thinking about those few words that were about to define my owner is to trust yourself and trust your progress because you are good enough and your time will come.

COLLABORATION • CONSCIENTIOUS • HUMAN FIRST • GROWTH MINDSET

All of these words work together to help me make better decisions in my life and in my business. Every project is a collaboration or a partnership, no one knows more than the other and we work together in synergy to create something so much more greater than we could do alone. Conscious of every decision, knowing that our actions have an impact. Ensuring that all that we do puts humans first. Their feelings, emotions, and experiences and giving them the space to process things in their own unique ways. Never being manipulative and using their struggles against them. 

A growth mindset is what has allowed me today to share my core values with you with the knowledge that I will continue to learn, grow, and evolve and that is okay. 



The Core Values of Santos & Co

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"You can be successful on paper, get all the good grades, do all the "right things," you can get the (perfect) job and still feel like you're living somebody else's life." 

We interview Mariela De La Mora, Life & Business Coach for daughters of immigrants and first gen who are working towards unlearning conditioning that's holding them back from stepping into the thought leaders they really are. 


Mariela De La More: Chats with Big Thinkers

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There are three elements that we look at when assessing whether a brand is a “Good Human-Centered Brand.” Is it packed with personality, does their values serve as a decision making guide, and is the business as a whole driven by impact. In this first edition of Good Brand Making Bold Moves we dissect the brand Alltrue.


Alltrue: Good Brands Making Bold Moves

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