The Strategy Skills Podcast: Strategy | Leadership | Critical Thinking | Problem-Solving

563: Brand Global, Adapt Local: Executive Lessons from Nike, Louis Vuitton, and HubSpot

Jun 25, 2025

Katherine Melchior Ray, a seasoned marketer with a background at Nike and Louis Vuitton, and Nataly Kelly, CMO at Zappi and former HubSpot VP, share fascinating insights into global branding. They discuss the necessity of cultural fluency and adaptability in branding strategies. Ray emphasizes the importance of listening beyond words to avoid cultural missteps, while Kelly highlights that authentic strategy must remain human, even in an AI-driven world. They also touch on evolving consumer values, underscoring the need for brands to authentically express their core values.

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INSIGHT

Listen With Your Eyes

Successful global branding requires deep cultural empathy beyond language.We must learn to "listen with your eyes" to nonverbal communication used worldwide.

ADVICE

Adapt Brand Locally, Stay Consistent

Don't enforce absolute brand consistency globally; adapt local expressions strategically.Adapt the way a brand shows up in each market while maintaining a consistent core identity.

ADVICE

Value Relationships Through Integrity

Maintain long-term relationships by living your core values consistently.Let integrity guide how you show up and treat others to build lasting bonds.

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In this episode, I spoke with two highly respected global brand leaders, Katherine Melchior Ray and Nataly Kelly, whose experience spans executive roles at Nike, Louis Vuitton, HubSpot, Zappi, and more. Our discussion centered on their latest book, Brand Global, Adapt Local, but more broadly, we explored the evolving demands of building and sustaining global brands in a world defined by cultural complexity, rapid technological change, and shifting consumer expectations. A few themes stood out: 1. Consistency is not enough. Nataly Kelly shared: “I used to believe that branding required absolute consistency and very little flexibility. But when I began to work in global marketing, I realized that there is adaptability that’s required to really succeed.” Successful global brands, in her view, hold tightly to a clear core while flexibly adapting how they show up across markets. 2. Cultural blind spots have real consequences. Katherine Melchior Ray reflected on an early leadership experience at Nike: “The common refrain was, for women’s shoes… ‘shrink it and pink it.’” She underscored the importance of cultural sensitivity, noting: “Listen with your eyes. Because in many cultures, people communicate with nonverbal forms of communication.” 3. Strategy and judgment cannot be delegated to machines. As the use of AI accelerates, Nataly cautioned: “You can’t outsource your strategy… Judgment and strategy are the two things that I think humans will start to realize [must stay human].” 4. Trust is built over time, not through messaging alone. Katherine observed: “At the end of the day, a brand is all about a promise. People support brands that they trust.” 5. Human connection remains central. As Katherine succinctly put it: “The more we rely on technology, the more we must double down on our humanity.” If you're involved in shaping brand strategy, whether globally or locally, this discussion offers valuable perspective.

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