Experts of Experience How to Lead Brands That Translate Globally
Jul 30, 2025
In a dynamic discussion, Nataly Kelly, CMO at Zappi and cultural branding expert, joins Katherine Melchior Ray, UC Berkeley lecturer and former executive at top brands, to delve into global brand strategies. They reveal the power of cultural intelligence in enhancing customer experiences, sharing insights on adapting brand messages to local contexts. Anecdotes about Kit Kat's flavor choices in Japan highlight the importance of understanding cultural nuances. The talk also touches on the challenges of applying uniform metrics globally and the evolving role of AI in maintaining brand connections.
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Strategically Localize Customer Experience
- Identify which parts of the customer experience to localize, adapt, carefully treat, or remove when expanding globally.
- Tailor each element to the local market to respect cultural differences and optimize customer satisfaction.
Japan's Customer Service Melon
- In Japan, a luxury melon is given as an apology to maintain customer relations after a store accident.
- Americans typically focus on legal procedures, missing the relational aspect central to Japanese culture.
Curiosity Drives Cultural Empathy
- Immersion accelerates cultural understanding but being open and curious deepens empathy for different perspectives.
- Personal experiences and adapting approaches help recognize unseen cultural nuances in language and behaviors.
