Katherine Melchior Ray

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.

Katherine Melchior Ray, President of Globe Ally Consulting and a distinguished professor at the Haas School of Business, delves into creating value for foreign consumers. She highlights the importance of cultural intelligence and balancing global branding with local adaptations. Discussing examples from Coca-Cola and Starbucks, she illustrates how tailored strategies can resonate with diverse markets. The episode also reveals fascinating insights on how brands like KitKat and Georgia coffee adapt flavors to local tastes, showcasing the power of inclusivity in marketing.