Builders Wanted Bridging the Trust Gap: Culturally Intelligent Strategies for Brand Resonance with Dr. Anastasia Kārkliņa Gabriel, Senior Insights Lead at Reddit
This episode features an interview with Dr. Anastasia Kārkliņa Gabriel. Anastasia is a Senior Insights Lead at Reddit and the author of Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy. She earned her doctorate in cultural studies from Duke University and has consulted for the world's top brands, including Nike, Samsung, and Disney. Anastasia is a cultural theorist, writer, social critic, and strategist specializing in inclusivity within marketing, media, and tech.
In this episode, Kailey sits down with Anastasia to discuss the nuances of inclusive marketing, the importance of cultural intelligence, and fostering trust through co-creation.
-------------------
Key Takeaways:
- Practicing cultural intelligence to influence society in a positive way and gain commercial advantage
- The importance of reciprocal relationships between brands and cultural communities
- Deconstructing the profit versus purpose method of marketing
-------------------
“I find that line in the sand to be quite ineffective and almost troubling at how easily we are ready to go back to the status quo, which is to make profits without consideration for ethics. Cultural intelligence really tries to bridge that gap or bridge that divide to say, ‘We can do culturally intelligent work that is driving commercial advantage and still be attentive to issues of inclusion, equity, and fostering belonging among our audiences.’” – Dr. Anastasia Kārkliņa Gabriel
-------------------
Episode Timestamps:
*(03:11) - Anastasia’s career journey
*(06:14) - Anastasia dives into her book
*(09:48) - The false binary of profit vs. purpose
*(13:24) - How brands should think about inclusive marketing
*(20:36) - The intelligent ways to use AI in marketing
*(28:09) - How Anastasia defines “good data”
*(40:27) - Anastasia’s recommendations for upleveling inclusive marketing strategies
-------------------
Links:
Connect with Anastasia on LinkedIn
Read Cultural Intelligence for Marketers
Connect with Kailey on LinkedIn
Learn more about Caspian Studios
-------------------
Sponsor
Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com