S4 Ep28: Brand Global, Adapt Local with Katherine Melchior Ray & Nataly Kelly

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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