Brand Global and Adapt Local to Win Big in Marketing

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