Tactless yet true: Kris Aquino on authenticity, success as a ‘marketing genius’

Virality seems to come effortless to “Queen of All Media” Kris Aquino, so effortless, if not natural, that it makes one wonder if there’s some kind of mathematical formula behind her success or a Nietzschean superhuman production team.

The 40-plus endorsements under her belt are no small feat, but while the rest are just catching up in the warps and wefts of social media marketing, Aquino has already mastered the art and science of it. There will never be less than one person who wouldn’t watch her or listen to her in her entirety: honest, loud, no holds barred.

Image: Facebook/Kris Aquino

In Aquino’s blog post in her Facebook page last Feb. 4, she shared that she had to live through the lowest lows but also experienced the highest highs.

“Yes-I am the sum total of more than 30 years of working on TV & the movies,” wrote Aquino in her blog post. “And everything that used to be seen as a ‘minus’-my open life book, my failed relationships, and the ever changing political winds have given me something that others have never needed to survive.”

Aquino didn’t miss out on mentioning her beloved mother, the late former President of the Philippines Corazon Aquino. Cory had the most profound effect on Kris, who would always mention the lessons her mother had imparted on her.

Cory Aquino with baby Kris. Image: Instagram/@krisaquino

There came a time between 2002 and 2004, shared Kris, when she made the wrong decision to fall in love with a separated but un-annulled man. Her mother, Cory, told her then, “Kristina, stop testing the reservoir of goodwill from the people. At some point you will cross the line and never be forgivable.”

Her mother’s words then would resonate with her when she went through a public annulment with James Yap, Bimby’s father.

“On hindsight-I know why I jumped at the opportunity to marry Bimb’s dad-because I wanted to erase my inner perception that I was damaged goods,” Kris further wrote. “Obviously we all know how that marriage ended.”

Image: Facebook/Kris Aquino

There are a few things Kris hasn’t been the luckiest with, one of which is a romantic life. But the absence of a romance is more than outweighed by the things that she excels in, not just in being a successful endorser and a public figure in digital media, but most importantly as a mother to Bimby and Josh.

And it shows, too, as thoughts of her children are continually weaved in her daily life, regardless if she is on-camera or not. “My sons are my completeness,” wrote Kris. “Our Mom never showed us she felt her life lacked for anything, and I’m seeing so much of her in me.

Kris, Bimby and Josh. Image: Instagram/@krisaquino

“Love me or hate me-you do know it runs contrary to my natural self to not be authentic and true,” wrote Kris. “That is why for so long so many referred to me as being tactless when in actuality I simply stated truths from my point of view.”

And perhaps a person’s reaction towards Kris really comes in the extremes: either you love her or you hate her. But there is a certain kind of magnetism rarely seen in public figures and endorsers that makes Aquino’s name her very brand; no one else can do what she’s doing. And she does it all in heels. And pink lipstick. And the familiar twang of her Taglish. It’s something people just can’t resist. JB

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