Brand Global, Adapt Local - by Katherine Melchior Ray & Nataly Kelly (Paperback)

About the Book

Build long-lasting value by crafting brands that transcend cultural boundaries through developing a deep understanding of diverse cultures and consumer preferences.

Book Synopsis

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

Review Quotes

"Brand Global, Adapt Local is an essential guide for leaders navigating the complexities of global business. Rich with real-world examples, this book invites us to see the world with fresh eyes and embrace the human dimension at the heart of every successful global brand."-- "Emmanuel Prat, former Chairman, LVMH Japan"

"In Brand Global, Adapt Local we get wisdom from the trenches. Katherine Melchior Ray has earned her stripes in the most demanding industry in the world: fashion. Her insights on cultural differences alone are worth the price of admission. Eye-opening stuff."-- "Marty Neumeier, author"

"Brand Global, Adapt Local is a refreshing take on the long-acknowledged tension between international economies of scale and demand for cultural authenticity. Katherine and Nataly address this classic debate between economics and anthropology with an immensely readable perspective that is part branding next practice and part personal travelogue. With intensifying anti-globalization debates, this book could arrive at no better time."-- "Rohit Deshpande, Baker Foundation Professor, Harvard Business School"

"Brands shouldn't strive to be the same everywhere-they should strive to be strong everywhere. Rooted in purpose, fluent in culture-this book will show you how modern brands win."-- "David Aaker, considered the "Father of Modern Branding""

"In the age of AI, speed is easy-relevance is hard. Brand Global, Adapt Local illuminates a critical truth: technological reach is meaningless without genuine human understanding. Katherine and Nataly offer a vital blueprint for navigating the complexities of global expansion to build digitally scalable, yet culturally nimble brands. A must-read for leaders wanting to thrive as technology rewrites the rules of engagement."-- "Miki Iwamura, VP of Marketing, APAC and Japan, Google"

"Some books teach marketing. Some teach psychology. In Brand Global, Adapt Local, Katherine and Nataly teach both-and more. By blending consumer insight, innovation and masterful storytelling, it reveals how cultural intelligence turns good brands into global powerhouses. Whether you're launching a product, shaping a message, or leading a team, this book will change how you think about influence across borders."-- "Jonah Berger, Wharton Professor and bestselling author"

"The best brands don't just adapt to culture-they help shape it. Katherine and Nataly's insights into global branding show how to keep a brand's soul intact while igniting passion across diverse markets. Brand Global, Adapt Local is a must-read for marketers and leaders who want to create brands that not only sell but inspire."-- "Greg Hoffman, former Chief Marketing Officer, Nike"

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

"Winning in global markets isn't just about reach-it's about relevance. In Brand Global, Adapt Local, Katherine and Nataly showcase how brands can stay globally strong while locally agile, ensuring they connect with consumers in a meaningful way, no matter where they are."-- "Stephan Gans, SVP Chief Insights and Analytics Officer PepsiCo and co-author"

About the Author

Katherine Melchior Ray lectures on international marketing and leadership at UC Berkeley, Haas School of Business. She has over twenty-five-years experience building the world's best consumer brands at companies including Nike, Nordstrom, Louis Vuitton, Gucci, Hyatt, Shiseido and Babbel across the world including in the USA, Japan and Europe. She has guest lectured at Stanford, Wharton, Brown and Portland State University.

Nataly Kelly is Chief Marketing Officer at Zappi, based in Boston, MA. Previously she served at HubSpot as Vice President of Marketing, Vice President of International Operations and Strategy, and Vice President of Localization.