Samantha Joy Ariola talks about emotional advertising and the influence of her immigrant upbringing on her path to a branding career

Growing up as the daughter of immigrants, Samantha Joy Ariola did not imagine working in a creative field, but her upbringing ultimately set the course for her education, career and personal mission to use branding to counteract cultural stereotypes. For PSFK’s series in partnership with the School of Visual Arts (SVA) Masters in Branding Program, we spoke to the Interbrand client manager about changing professions, the sociology behind brand ‘tribes’ and the ads that make us cry.

SVA’s Masters in Branding program allows students to create frameworks to guide brand, design and business development, critically evaluate brand, business, marketing and design strategies and master the intellectual link between leadership and creativity.

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