The Leadership Enigma
180: How to Avoid a Foreign Fail | Allyson Stewart-Allen
Jan 19, 2024
Advising on international expansion, Allyson Stewart-Allen highlights the importance of understanding cultural differences and building a brand for success. Nestle's marketing strategy of creating culturally appropriate KitKat bars in different countries is discussed, along with the success of unique flavors and packaging in Japan. The significance of understanding different cultures, listening, and leveraging local knowledge is emphasized for global leadership. Balancing internal and external perspectives and the importance of customer service are also explored.
47:27
Episode guests
AI Summary
AI Chapters
Episode notes
Podcast summary created with Snipd AI
Quick takeaways
- Proactively working on personal brand is essential for leaders to avoid potential negative outcomes and should consider their own brand, product/service, and organizational brand.
- Leaders expanding across regions need to embrace diversity of thought and experience, displaying humility and curiosity to prevent international failure.
Deep dives
Localization and Cultural Adaptation of Brands
The podcast episode explores the importance of adapting brands to different cultures and markets. Examples are given, such as Nestle adapting their KitKat chocolate bars for the Japanese market, where they feature unique flavors, personalized notes, and gifting culture. Another example is the British digestive biscuit brand, which markets itself differently in France to address cultural biases. The episode emphasizes the need for leaders to be aware of cultural differences and adapt their brand strategies accordingly.
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
