Nataly Kelly

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.

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.

Nataly Kelly, CMO of Zappi and co-author of 'Brand Global Adapt Local', dives into how brands can align their unique voice with AI tools. She discusses the strategic steps to document brand values and create style guides that ensure authenticity in AI-generated content. Nataly shares her journey from ghostwriting to using AI for genuine communication, emphasizing the necessity of human editing to maintain quality. Additionally, she explores the balance of AI integration and personal connection in marketing for effective audience engagement.