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

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121: Strategy is in the details (Monday Morning 8 a.m. #6)

121: Strategy is in the details (Monday Morning 8 a.m. #6)

Hello everyone! This is Monday Morning 8 a.m., a weekly newsletter where we distill the insights from all of the distractions, articles, and emails that you receive in your inbox every day. In this newsletter, we’re going to focus on four major themes from last week’s news.    To listen to the audio version of this newsletter, search for “Strategy Skills” in any podcast app. To get a written copy with links to mentioned articles sign up here: www.firmsconsulting.com/promo

30 Nov 202025min

120: Focus only on valuation is shortsighted (Monday Morning 8 a.m. #5)

120: Focus only on valuation is shortsighted (Monday Morning 8 a.m. #5)

Hello everyone! This is Monday Morning 8 a.m., a weekly newsletter where we distill the insights from all of the distractions, articles, and emails that you receive in your inbox every day. In this newsletter, we’re going to focus on four major themes from last week’s news.    To listen to the audio version of this newsletter, search for “Strategy Skills” in any podcast app. To get a written copy with links to mentioned articles sign up here: www.firmsconsulting.com/promo

23 Nov 202028min

119: How to be a leader (Monday Morning 8 a.m. #4)

119: How to be a leader (Monday Morning 8 a.m. #4)

Hello everyone! This is Monday Morning 8 a.m., a weekly newsletter where we distill the insights from all of the distractions, articles, and emails that you receive in your inbox every day. In this newsletter, we’re going to focus on four major themes from last week’s news.    To listen to the audio version of this newsletter, search for “Strategy Skills” in any podcast app. To get a written copy with links to mentioned articles sign up here: www.firmsconsulting.com/promo

16 Nov 202028min

118: How to build a pandemic strategy (Monday Morning 8 a.m. #3)

118: How to build a pandemic strategy (Monday Morning 8 a.m. #3)

Hello, everyone! This is Monday Morning 8 a.m., a weekly newsletter where we distill the insights from all of the distractions, articles, and emails that you receive in your inbox every day. In this week’s newsletter, we’re going to focus on one overarching theme—risk—and you’ll see that theme running through all of the big stories this week. So let's see how this new Monday Morning 8 a.m. format goes. Every week we will look at 3-4 themes, or one theme and 3-4 subthemes. What are the big stories and what are the big implications. Let us know if you like or dislike the style. If you're enjoying the Monday Morning 8 a.m., I'd love it if you shared it with a friend or two. You can send them here to sign up. We try to make it one of the best emails/podcasts you get each week, and we hope you're enjoying it. Get written version of Monday Morning 8 a.m. with links to articles we mention: www.firmsconsulting.com/promo

9 Nov 202022min

117: Interview with the former CEO of Dunkin' Donuts, Robert Rosenberg

117: Interview with the former CEO of Dunkin' Donuts, Robert Rosenberg

Robert Rosenberg served as chief executive officer of Dunkin’ Donuts from 1963 until his retirement in 1998. For over 35 years! Under Robert's leadership, Dunkin’ Donuts grew from a regional family business to one of America’s best known and loved brands. Robert received his MBA from Harvard Business School, and just weeks after graduating at the age of 25, he assumed the position of chief executive officer. Upon his retirement, Rosenberg had grown the Dunkin’ Donuts chain to over 4,000 stores worldwide with annual system-wide sales in excess of $2 billion. In his book, Around The Corner To Around The World: A Dozen Lessons I Learned Running Dunkin’ Donuts, Robert shares many of the stories behind this historic company and actionable business advice. Checkout out our newsletter "Monday Morning 8 a.m."

6 Nov 20201h 2min

116: What is Netflix’s real strategy? (Monday Morning 8 a.m. #2)

116: What is Netflix’s real strategy? (Monday Morning 8 a.m. #2)

Hi, everyone. This is Monday Morning 8 a.m., a newsletter that goes out—as you guessed it—every Monday. You can listen to the audio version of this Monday Morning 8 a.m. episode by searching “Strategy Skills” in any podcast app! If you want to receive a written version of this podcast, with links to mentioned articles, you can sign up for it on www.firmsconsulting.com/promo   In this newsletter, we have one goal: to help you distill the insights from the noise out there. So here are the big themes we’re noticing in the news this week and the deep insights you should be extracting from those themes.

2 Nov 202032min

115: Tech, pandemics, growth, valuation (Monday Morning 8 a.m. #1)

115: Tech, pandemics, growth, valuation (Monday Morning 8 a.m. #1)

Hi, everyone. This is Monday Morning 8 a.m., a newsletter that goes out—as you guessed it—every Monday. You can listen to the audio version of this Monday Morning 8 a.m. episode by searching “Strategy Skills” in any podcast app or sign up for a written version here!    In this program, we have one goal: to help you distill the insights from the noise out there. So here are the big themes we’re noticing in the news this week and some of the deep insights you should be extracting from those themes.   www.firmsconsulting.com/promo

26 Okt 202021min

114: Design thinking. With IBM Director, Damon Deaner

114: Design thinking. With IBM Director, Damon Deaner

Damon Deaner is a director at IBM. In this interview, we focus on design thinking.  Get sample training episodes from our advanced strategy training programs: www.firmsconsulting.com/promo

14 Okt 20201h 2min

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