618. Brand Global, Adapt Local: Insights with Katherine Melchior Ray

Episode notes

What challenges come with taking a marketing strategy global, and what strategies can be created to account for and even take advantage of differences from one market to another? How are differences in Japanese culture reflected in the buying practices of the population? Katherine Melchior Ray is a global marketing executive and consultant, who also teaches global marketing at UC Berkeley Haas School of Business, and is the author of the book Brand Global, Adapt Local: How to Build Brand Value Across Cultures . Greg and Katherine discuss the importance of both maintaining global brand consistency and adapting to local cultures. Katherine explains the history and evolving definition of marketing, the balance between data-driven strategies and creative intuition, and the necessity of cultural intelligence in global business. Throughout the conversation, Katherine shares anecdotes from her diverse career, offering insights into the challenges and strategies for successful global marketing. *unSILOed Podcast is