I'm Lani
People connect with organisations for all sorts of reasons. I'm interested in the connections that are built on something real.
A shared value. A useful product or service. A story people recognise themselves in. A purpose they want to support. The way an organisation behaves and the experience it creates.
That's the kind of marketing I want to work on: helping organisations understand what is genuinely valuable about what they do, communicate it clearly and connect with the people who are most likely to value it.
I don't believe marketing needs to rely on fear, manufactured urgency or making people feel inadequate to be effective. I choose to work with organisations that want to build relationships based on genuine value, trust and connection.
Why Mucho Aroha?
The name Mucho Aroha began with a journey.
When I was 26, I left New Zealand to travel through South America and learn Spanish. Mucho Aroha started as the name of my travel blog — a combination of mucho, meaning “a lot” in Spanish, and aroha, a Māori word I've always felt connected to growing up in Aotearoa.
It later became my Twitter name, where I shared ideas about marketing, culture, creativity and the world around me. Gradually, I began taking on projects under the name alongside my agency work.
When I formally established Mucho Aroha as my business, the name took on a deeper meaning. It captured the way I wanted to work: doing business with care, generosity and respect, and recognising that our success is connected.
I don't see marketing as simply a way to help businesses make more money. I want to work with organisations where success can create value for the people they serve, the people who work in them and the wider world around them.
If you're successful, we're successful. And if we can create something genuinely valuable together, that's a better kind of success.
For me, aroha represents the values I want to bring to my work: care, connection, generosity and respect.
That's what Mucho Aroha means to me — doing good work, with good people, in a way that creates value for everyone involved.
