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

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

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.

Get Brand Global, Adapt Local here: https://shorturl.at/f4EnF

Here are some free gifts for you:

Overall Approach Used in Well-Managed Strategy Studies free download: www.firmsconsulting.com/OverallApproach

McKinsey & BCG winning resume free download: www.firmsconsulting.com/resumepdf

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351: Advanced predictive problem solving (Turquoise Eyes: A Novel about Problem Solving & Critical Thinking)

351: Advanced predictive problem solving (Turquoise Eyes: A Novel about Problem Solving & Critical Thinking)

For this episode, let's revisit a Strategy Skills classic where we discuss advanced predictive problem solving.  Turquoise Eyes started off the groundbreaking new genre developed by FIRMSconsulting that combines compelling narrative while teaching problem-solving and critical thinking skills. Set after a bank begins implementing a new retail banking strategy, we follow Teresa García Ramírez de Arroyo, a director-general in the Mexican government, who has received some disturbing news. A whistleblower has emailed Teresa with troubling news about a mistake in the loan default calculations and reserve ratios. The numbers do not add up. Get the book here: The Turquoise Eyes: A Novel about Problem Solving & Critical Thinking https://amzn.to/3bzVa6g Watch the video version of this podcast here: https://youtu.be/xQqufjwFm9E Enjoying our podcast? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo

31 Touko 202325min

350: Finalize the overall storyboard for the client (Strategy Skills classics)

350: Finalize the overall storyboard for the client (Strategy Skills classics)

For this episode, let's revisit a Strategy Skills classic where we discuss how to finalize the overall storyboard for the client. Watch the video version of this podcast here: https://youtu.be/7LXOL_KDZYQ Click here to see the full study and here to see the merger study and market entry study. Enjoying our podcast? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo

29 Touko 202321min

349: Business unit strategy: Core & critical (Strategy Skills classics)

349: Business unit strategy: Core & critical (Strategy Skills classics)

For this episode, let's revisit a Strategy Skills classic where we discuss the role of the business unit strategy stream within a corporate strategy study. Watch the video version of this podcast here: https://youtu.be/mSNDAvmXjzA Click here to see the full study and here to see the merger study and market entry study. Enjoying our podcast? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo

24 Touko 20237min

348: Dr. Luana Marques (Harvard professor), How to transform anxiety into power

348: Dr. Luana Marques (Harvard professor), How to transform anxiety into power

Welcome to Strategy Skills episode 348, an interview with the author of Bold Move: A 3-Step Plan to Transform Anxiety into Power. Bold Move is Dr. Luana Marques' unique, tried and tested method to get you out of your rut and give you the courage to create a more confident and meaningful life. Dr. Luana pinpoints the anxiety at the root of avoidance and shows you how to overcome it and achieve your goals. Dr. Luana Marques is an Associate Professor of Psychiatry at Harvard Medical School (HMS) and the Director of Community Psychiatry Program for Research in Implementation & Dissemination of Evidence-Based Treatments at Massachusetts General Hospital (MGH). Dr. Marques is a national and international expert in Cognitive Behavioral Therapies (CBTs) and a leader in increasing access to scientifically rigorous mental health practices. Her decades of clinical and research experience implementing evidence-based practices encompass all types of roles and settings, from front-line staff to CEOs, diverse communities to organizations, both in the US and globally. Dr. Marques is the Former President of the Anxiety and Depression Association of America (ADAA). Connect with her online at drluana.com or follow her on Twitter at @DrLuanaMarques Get Luana's book here: Bold Move: A 3-Step Plan to Transform Anxiety into Power. Dr. Luana Marques: https://www.amazon.com/Bold-Move-3-Step-Transform-Anxiety-ebook/dp/B0BFX423SN?ref_=ast_author_dp Enjoying this episode? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo

22 Touko 202357min

347: How to start shifting to the career you've always wanted - Author program Q&A 7 (Strategy Skills classics)

347: How to start shifting to the career you've always wanted - Author program Q&A 7 (Strategy Skills classics)

For this episode, let's revisit a Strategy Skills classic from a 10 episode program to help our clients and customers measurably, radically transform their careers through The Author Program. How would your career, reputation, and earnings change as a published author? Imagine your client interactions when potential and current clients saw your thinking in a published book before they met you? Imagine the time you would save not having to explain your ideas and the value you could add to them? Imagine the fee premium you could earn? Imagine avoiding awkward meetings trying to establish your credibility? Imagine how many potential clients would find you and reach out to you? Learn more and see the application guidelines: https://www.firmsconsulting.com/experts-published-author-program/ Apply: email team@firmsconsulting.com Enjoying our podcast? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo

17 Touko 20236min

346: How to write a book even if you're "too junior" - Author Program Q&A 6 (Strategy Skills classics)

346: How to write a book even if you're "too junior" - Author Program Q&A 6 (Strategy Skills classics)

For this episode, let's revisit a Strategy Skills classic from a 10 episode program to help our clients and customers measurably, radically transform their careers through The Author Program. How would your career, reputation, and earnings change as a published author? Imagine your client interactions when potential and current clients saw your thinking in a published book before they met you? Imagine the time you would save not having to explain your ideas and the value you could add to them? Imagine the fee premium you could earn? Imagine avoiding awkward meetings trying to establish your credibility? Imagine how many potential clients would find you and reach out to you? Learn more and see the application guidelines: https://www.firmsconsulting.com/experts-published-author-program/ Apply: email team@firmsconsulting.com Enjoying our podcast? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo

15 Touko 202310min

345: Martin Reeves (Boston Consulting Group), The Imagination Machine

345: Martin Reeves (Boston Consulting Group), The Imagination Machine

Welcome to Strategy Skills episode 345, an interview with the Chairman of the BCG Henderson Institute, BCG's think tank for new ideas in management and strategy. Martin has authored numerous books, including Your Strategy Needs a Strategy and The Imagination Machine, a handbook about how to systematically harness imagination to generate new ideas and transform businesses. Get Martin's book here: The Imagination Machine: How to Spark New Ideas and Create Your Company's Future. Martin Reeves and Jack Fuller: https://www.amazon.com/Imagination-Machine-Create-Companys-Future/dp/1647820863 Enjoying this episode? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo

10 Touko 20231h 1min

344: Should I wait to publish a solo book? Author Program Q&A 5 (Strategy Skills classics)

344: Should I wait to publish a solo book? Author Program Q&A 5 (Strategy Skills classics)

For this episode, let's revisit a Strategy Skills classic from a 10 episode program to help our clients and customers measurably, radically transform their careers through The Author Program. How would your career, reputation, and earnings change as a published author? Imagine your client interactions when potential and current clients saw your thinking in a published book before they met you? Imagine the time you would save not having to explain your ideas and the value you could add to them? Imagine the fee premium you could earn? Imagine avoiding awkward meetings trying to establish your credibility? Imagine how many potential clients would find you and reach out to you? Learn more and see the application guidelines: https://www.firmsconsulting.com/experts-published-author-program/ Apply: email team@firmsconsulting.com Enjoying our podcast? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo

8 Touko 202311min

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