Loving this example of authenticity in personal and company branding as well as inclusion and diverse perspectives. Just what brand's should do in the coming of the Gen Z world. A stark contrast from the way branding (personal and corporate) was done a couple of decades ago. Here's to progress, community and connection! #branding #authenticity #marketresearch #brandstrategy
GLG’s Alma Sierra began dancing when she was 8 years old. First ballet, then jazz, modern, West African, and Broadway. She loved it – the choreography, the discipline, the community – and she was good at it, too. Performing came naturally to her, so she kept at it. 🩰 But after living in Austin, TX for a few years, she felt something was missing. She was a long way from where she had grown up in El Paso. Despite being in the same state, the two cities have distinctly different cultures. El Paso is a sprawling border town with its own customs and traditions and a clear Mexican-American identity. It’s a way of life, and it was hard to find in Austin. So 3 years ago, she took a chance and tried out for the renowned Ballet Folklórico de Austin, a group that performs traditional Mexican folk dance, and is based in Central Texas. For her, it was a chance to reconnect with her roots and feel closer to the community and culture that raised her – all while doing what she loves most. Today, as a GLG Research Manager, she spends her days working with some of the world’s largest biotech and pharma companies. Her evenings are a bit different. Ballet Folklórico is demanding. For 3-4 nights a week, Alma and her fellow dancers get together to practice and perfect the routines passed down from generations before them. Rehearsals can go well into the night, especially when preparing for national competitions, alongside award-winning Latin artists. All the costumes are museum quality, handpicked, and sourced from local artisans in Oaxaca. “It's important to remain true to the community we're representing," Alma told us. "That includes everything from how garments are worn to how the fabric is intended to flow and shine in the light.” If you’re in Austin, you can see Alma and BFA perform their signature summer show 'The Guelaguetza' on July 27, 2024 at the Long Center. 💃🏻 🎫: https://lnkd.in/gHmMKnbh #LifeatGLG