Brand Global and Adapt Local to Win Big in Marketing
Автор: MarTech Podcast
Загружено: 2025-03-31
Просмотров: 30
Описание:
When expanding internationally, should brands prioritize global uniformity or local adaptation? In this insightful discussion, Benjamin Shapiro and Katharine Melchior Ray explore:
00:00: Translating automation sequences from Chicago to Tokyo and the myth of one-size-fits-all marketing.
02:35: Introduction to the concept of "Brand Global, Adapt Local" by Katharine Melchior Ray.
05:58: How Samsung successfully transformed from a white label producer to a premium brand across various regions.
07:41: The importance of qualitative and quantitative research when understanding new markets.
13:57: Airbnb's challenges in China and how local culture can drastically affect market entry.
17:45: Iconic failures like Chevy Nova and Home Depot’s missteps in cultural understanding.
20:11: Success stories of brands like Coca-Cola and KitKat mastering internationalization.
25:39: Common themes and practical steps marketers can take for successful global expansion.
29:34: Using AI as a tool to start understanding consumer behaviors in new markets.
38:47: Game plans for prioritizing international markets and understanding cultural signals.
Katharine Melchior Ray - Global Ally Consulting - / katherinemelchiorray
Benjamin Shapiro - linkedin.com/in/benjshap
MarTech Podcast - martechpod.com
#marketingstrategy #martechpodcast #martech #marketinginsights #globalmarkets
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