S4 Ep28: Brand Global, Adapt Local with Katherine Melchior Ray & Nataly Kelly
Description
CMO's Katherine Melchior Ray & Nataly Kelly dive deep into the nuances of global marketing . Both are experienced global CMOs and authors of the book 'Brand Global, Adapt Local.' They share their insights on the complexities and rewards of building a brand that balances global consistency with local relevance. From discussing their extensive backgrounds in various industries to examining successful case studies like Kit Kat and Kerry Gold, Katherine and Natalie offer valuable frameworks and strategies for marketers aiming to expand globally. This episode is brought to you by Tracksuit, the affordable brand tracking dashboard covering over 25 countries. Tune in to learn about the challenges and rewards of global marketing, the importance of cultural intelligence, and the role AI might play in the future of marketing. Don't forget to leave a review and share this episode with your marketing community!
02:35 Katherine's Global Marketing Experience
04:32 Natalys Background and Contribution
05:18 The Power of Global Connections
08:31 Foundations of Marketing and Branding
09:40 Cultural Intelligence and AI Limitations
10:31 Localisation and Cultural Nuances
15:14 Organisational Attitude and Flexibility
16:35 Proximity Bias in Large Economies
17:49 Freedom Within a Frame Framework
19:04 Kit Kat's Global Strategy
20:46 Kerry Gold's Adaptation to US Market
22:05 Global Brand Consistency
26:33 The Impact of AI on Global Branding
28:23 Cultural Nuances in Marketing
29:36 Anecdotes and Lessons Learned
Buy the book https://www.amazon.ie/Brand-Global-Adapt-Local-Cultures/dp/1398619825
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