Brand Global, Adapt Local: How to Build Brand Value Across Cultures

As the world becomes more interconnected yet culturally distinct, the ability to master cultural intelligence has become essential for brands that want to remain relevant and thrive.

In their book, Brand Global, Adapt Local: How to Build Brand Value Across Cultures, Katherine Melchior Ray (UC Berkeley Haas School of Business) and Nataly Kelly (CMO, Zappi), two of the world's foremost experts in global branding and consumer insights, offer practical strategies for adapting products, services and communication to local markets while staying true to the brand identity.

In her foreword, Andrea Perez, a former SVP at Sony Interactive Entertainment and Global VP at Nike, notes that the book is "more than a guide to global brand building; it's an invitation to think differently about how we connect with the world."

The central thesis of Brand Global, Adapt Local revolves around the importance of transcending traditional globalisation models by developing deep cultural understanding. Ray and Kelly argue for adaptation of brand experiences to resonate authentically with diverse cultural contexts. The book is filled with real life stories from dozens of leading global brands in different industries Companies that volunteered to share their experiences, insight and learning include Nike, Tommy Hilfiger, Budweiser, Starbucks, Goldman Sachs, Hyatt and Meta to name just a few.

It's an enjoyable read that's thoughtfully structured with easy to digest take-aways, case studies and useful summaries. It also includes some priceless real-life anecdotes and examples based on the vast personal experiences of the authors in this domain.

Melchior Ray and Kelly offer their veteran global branding experience to teach marketers:

• How companies like Salesforce, Nestle, Tommy Hilfiger and Goldman Sachs have

  successfully localized their marketing strategies to avoid costly mistakes, where 70% of global brand failures stem from cultural misalignment.

• The Cultural Intelligence (CQ) framework that helps leaders anticipate consumer behaviours and collaborate effectively with global teams to adapt marketing strategies and build authentic connections ahead of the curve.
• How top brands leverage cross-cultural strategies to transform deep consumer insights into products tailored to market-specific preferences, language, cultural symbolism, and storytelling.
• The neuroscience of consumer trust and how brands can leverage shared values,

  communication, and strategic brand positioning to forge stronger relationships across markets.

• The Brand Fulcrum that helps brands grow to reach disparate consumers while maintaining their authenticity and cultural relevance.

In her review, Elisa Riboldi, Chief Marketing Officer, Nestle Iberia notes: "Timely and thought-provoking, Brand Global, Adapt Local offers sharp insights on business, branding and culture - and what it takes to go global today. More than a book, it's an inspiring journey that will leave both the marketer and the traveller in you wanting more."

Brand Global, Adapt Local is for seasoned executives leading international teams, marketers, business leaders, brand strategists and entrepreneurs who are navigating their global brand journeys and want to future-proof their global strategies. It's also essential reading for anyone considering a career in marketing.