Brand Global, Adapt Local

Brand Global, Adapt Local dives deep into the intricacies of building global brands, providing companies with access to new markets, fresh opportunities, and innovative ideas that can drive revenue diversification. Yet, these opportunities also bring additional challenges for marketers aiming to establish an international brand presence.

For a brand to thrive in an international market, it must grasp the diverse consumer bases and appreciate the cultural nuances of their environments. The world's top brands excel by maintaining an insatiable curiosity about their customers and markets, immersing themselves in local cultures, and embracing new perspectives. This book reveals how to foster this global mindset and embed it within your marketing strategy, drawing lessons from renowned brands like Nike, LVMH, Nestlé, Shiseido, Natura, and Marriott. It examines the challenges these brands encountered in international markets and how they manage to stay true to their brand values while achieving local resonance.

The book covers a range of topics, from applying cultural insights to interpreting data that yields exceptional consumer understanding, to localising campaigns without sacrificing the brand's core identity. Brand Global, Adapt Local provides everything you need to know about scaling a brand globally, offering powerful insights from leading marketers worldwide.