Why Nataly wrote her recent book Brand Global, Adapt Local
- Part 1How to encode your brand voice into AI tools
- Part 2 Why Nataly wrote her recent book Brand Global, Adapt Local
- Part 3How to connect global and local messaging for your brand
- Part 4The benefits of writing with a co-author
- Part 5One word that describes the status of market research today
Episode Chapters
-
00:30: Rationale for writing "Brand Global Adapt Local"
Explains the purpose of the book is to help global brand leaders understand how to effectively adapt their brands for local markets, drawing from experiences of those who have lived and built brands internationally.
Episode Summary
-
Building a Consistent Global Brand Voice with Nataly Kelly
Introduction
In this episode of the MarTech Podcast, Benjamin Shapiro interviews Nataly Kelly, CMO of Zappi and co-author of "Brand Global Adapt Local." As an experienced marketing executive with expertise in global brand management, Kelly shares valuable insights on how marketers can effectively encode their brand voice using AI tools while maintaining consistency across different markets and cultures. -
The Challenge of Global Brand Management
Building a consistent brand voice across global markets presents unique challenges for marketing leaders. Kelly's new book addresses this specific pain point by providing frameworks for maintaining brand integrity while allowing for necessary local adaptations. The approach balances standardization with customization, enabling brands to resonate authentically in each market while preserving their core identity and messaging architecture. -
Bridging Headquarters and Local Markets
One of the key insights Kelly shares is the importance of understanding both global and local perspectives. "This book is to help people who are in charge of global brands really understand how to show up locally," Kelly explains. "But it's also informed by the perspective of people who have gone abroad, lived in other countries, know what it's like to be on the ground in those markets building brands in those local markets." -
The Value of Lived Experience
Kelly emphasizes that successful global brand management requires more than theoretical knowledge—it demands practical experience in local markets. Marketing leaders who have personally navigated the complexities of different cultural contexts bring invaluable perspective to global brand strategy. This lived experience helps bridge the gap between headquarters' standardized approach and the nuanced adaptations required for local relevance and resonance. -
Technology's Role in Global Brand Consistency
While not explicitly detailed in the transcript excerpt, the episode touches on how AI tools can help encode brand voice consistently across markets. Modern marketing technology platforms like Zappi enable teams to maintain brand standards while efficiently adapting content for local markets. These tools provide the infrastructure needed to implement the strategic frameworks outlined in Kelly's book, allowing for systematic adaptation without losing the core brand essence. -
Practical Applications for Marketing Leaders
For marketing executives managing global brands, Kelly's insights offer actionable guidance on developing systems that balance global consistency with local relevance. This includes establishing clear brand guidelines that define non-negotiable elements while identifying aspects that can and should be adapted for local markets. The approach helps marketing teams avoid both the pitfalls of rigid standardization that fails to co ect locally and excessive localization that dilutes brand identity. -
Conclusion
Nataly Kelly's expertise in global brand management provides valuable direction for marketing leaders navigating the complexities of maintaining brand consistency across diverse markets. By combining strategic frameworks with modern marketing technology, brands can successfully encode their voice in ways that resonate globally while adapting appropriately for local contexts. This balanced approach enables organizations to build stronger global brands that co ect authentically with customers in every market they serve. -
- Part 1How to encode your brand voice into AI tools
- Part 2 Why Nataly wrote her recent book Brand Global, Adapt Local
- Part 3How to connect global and local messaging for your brand
- Part 4The benefits of writing with a co-author
- Part 5One word that describes the status of market research today
Up Next:
-
Part 1How to encode your brand voice into AI tools
Encoding brand voice into AI tools requires strategic planning. Nataly Kelly, CMO of Zappi, shares her methodology for maintaining authentic brand identity across AI-generated content. She demonstrates how to document brand values, create detailed style guides with specific examples, and continuously train AI tools through iterative feedback loops to ensure consistent voice across all marketing channels.
Play Podcast -
Part 2Why Nataly wrote her recent book Brand Global, Adapt Local
Building a consistent global brand voice is challenging. Nataly Kelly, CMO of Zappi and author of "Brand Global Adapt Local," shares her expertise on balancing global brand consistency with local market adaptation. She explains how AI tools can effectively encode brand voice, drawing from her experience living abroad and building brands in diverse markets, and offers practical strategies for marketers to maintain authenticity while scaling globally.
-
Part 3How to connect global and local messaging for your brand
Balancing global brand consistency with local market relevance. Nataly Kelly, CMO of Zappi and co-author of "Brand Global, Adapt Local," shares strategies for encoding brand voice across markets. She explains how AI tools can maintain brand integrity while adapting to cultural nuances, and why the increasing global connectivity of consumers demands stronger alignment between global messaging and local execution.
Play Podcast -
Part 4The benefits of writing with a co-author
Creating consistent brand voice across platforms is challenging. Nataly Kelly, CMO of Zappi, shares insights from co-authoring "Brand Global, Adapt Local" with Katherine Zobre. She explains how co-authoring benefits from complementary writing styles, discusses techniques for adapting personal writing to match a partner's tone, and demonstrates how collaborative writing produces more engaging content than solo projects.
Play Podcast -
Part 5One word that describes the status of market research today
Building a consistent brand voice is a growing challenge. Nataly Kelly, CMO of Zappi, shares how marketers can effectively encode their brand voice using AI tools. She discusses the disruption-worthy state of market research, explains how connected and continuous consumer feedback loops improve decision-making, and offers practical guidance on when AI should—and shouldn't—be used in content creation.
Play Podcast
