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#836: Balancing marketing at a global scale with cultural intelligence with Katherine Melchior Ray
Today, we’re going to talk about a critical paradox facing modern marketers: as technology and AI make global expansion seem easier than ever, the risk of cultural missteps and brand damage has never been higher. We’ll explore why cultural intelligence is becoming the most vital, and perhaps most overlooked, asset for building brand value, and how getting it right is the key to unlocking sustainable growth in a world that is both interconnected and deeply, culturally distinct. To help me discuss this topic, I’d like to welcome, Katherine Melchior Ray, UC Berkeley, co-author of the new book, Brand Global, Adapt Local: How to Build Brand Value Across Cultures
From the creators of The Agile Brand with Greg Kihlström® podcast, and the internationally best-selling The Agile Brand Guide® series of books on marketing technology topics, we're here to give marketers information and insights to make better decisions.
Martechipedia™ Wiki
The marketing wiki with everything you need to know:
Most popular terms
Return Merchandise Authorization (RMA)
Return Merchandise Authorization (RMA) is a formal process used by businesses to manage the…
Eisenhower Matrix
The Eisenhower Matrix, also known as the Eisenhower Box or Urgent-Important Matrix, is a…
Average Order Value (AOV)
Average Order Value (AOV) is a metric that calculates the average amount of money…
Adobe Experience Platform (AEP)
Adobe Experience Platform (AEP) is a real-time customer data platform designed to unify customer…
Order Management System (OMS)
Order Management Systems (OMS) are comprehensive, software-based platforms designed to facilitate and streamline the…
Chief Product Officer (CPO)
A Chief Product Officer (CPO) is an executive role responsible for overseeing the product…
Units Per Transaction (UPT)
Units Per Transaction (UPT) is a retail and sales metric that measures the average…
Fast Moving Consumer Goods (FMCG)
Fast Moving Consumer Goods (FMCG) are products that are sold quickly, at relatively low…
Minimum Detectable Effect (MDE)
Minimum Detectable Effect (MDE) refers to the smallest effect size in a test (such…
Kübler-Ross Change Curve
When discussing the emotional response category of reactions to change, I think it’s important…
GenLayer
GenLayer is a blockchain protocol positioned as an “AI-native trust layer” and “synthetic jurisdiction,”…
Direct-to-Consumer (DTC)
Direct-to-Consumer (DTC) approach. By definition, DTC refers to the process of selling products directly…
Latest Research
The more recent insights, trends, and stats to guide your work
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A notable generational divide is emerging, presenting both opportunities and challenges for senior marketing and customer experience (CX) leaders. The…
Up-to-the-Minute
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Yesterday’s press release cycle was dense with announcements, but the signal-to-noise ratio is low unless you know what to look for. Three structural shifts are…
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