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Full Description
How can you scale a brand globally while staying true to its core?
Brand Global, Adapt Local is a practical guide for mid-career marketing professionals who want to develop strategies that deliver impact in diverse markets. Written by global brand experts Katherine Melchior Ray and Nataly Kelly, it shares proven frameworks, examples, and actionable tools from world-leading companies including Nike, LVMH, Nestlé, Shiseido, Natura, and Marriott.
By exploring how top brands balance consistency with cultural adaptation, this book equips you to implement strategies that build credibility, strengthen audience connection, and optimize performance across regions. You will learn how to:
- Develop a global mindset that fuels innovation and market growth
- Apply cultural insight to create locally relevant brand strategies
- Interpret and act on international market data with precision
- Localize campaigns without losing your core brand identity
With detailed chapters and real-world examples, Brand Global, Adapt Local helps you apply strategic principles to achieve measurable results, elevate your professional profile and shape your career in international marketing.
Themes include: strategy, principles, cultural insight, brand localization, global marketing, career development
Contents
Chapter - 00: Introduction - welcome to the global village;
Section - ONE: The foundation of marketing and branding;
Chapter - 01: What is marketing—and why does it matter?;
Chapter - 02: The what, why, and how of brand;
Section - TWO: Culture, consumers, and communication;
Chapter - 03: Lower the waterline - navigating cultural landscapes;
Chapter - 04: Back to basics - cross-cultural communication is anything but!;
Chapter - 05: The twenty-seconds rule - understanding the local consumer;
Section - THREE: Creating value across cultures;
Chapter - 06: Born in Borneo - innovating products for cultural value;
Chapter - 07: Give the customer a melon - service brings culture to life;
Chapter - 08: Found in translation - brand flexing across cultures;
Chapter - 09: How global is your website ? digital marketing across cultures;
Chapter - 10: Adding complexity - building a global B2B brand;
Section - FOUR: Connecting the global dots;
Chapter - 11: The two most important words in French - building teams across cultures;
Chapter - 12: Expanding horizons - building a global career;
Chapter - 13: Conclusion - the journey continues;
