Brands are born from culture; they must evolve along with it.
#1 Amazon
Best Seller International Business
Expanding internationally opens doors to new markets, growth and innovation—but success depends on adapting to cultural nuances. The majority of global consumers prefer to buy from brands that share their values, yet many companies still take a one-size-fits-all approach, resulting in costly missteps, lost revenue, and diminished trust.
As the world becomes more interconnected yet culturally distinct, the ability to master cultural intelligence is essential for brands to thrive.
In Brand Global, Adapt Local: How to Build Brand Value Across Cultures (Kogan Page, June 2025), Katherine and Nataly Kelly reveal how the world’s top brands—Puma, Nestlé, Natura, Louis Vuitton, Coca-Cola, Starwood, Shiseido and more—achieve this balance. They reveal the strategies behind adapting products, services and marketing to different cultural contexts while staying true to core values. Filled with real-world case studies, frameworks, and personal stories, it is an essential playbook for marketers, executives, and entrepreneurs navigating international expansion.
FRENCH EDITION COMING, SUMMER 2026
An essential guide for leaders navigating the complexities of global business. Rich with real-world examples, this book invites us to see the world with fresh eyes and embrace the human dimension at the heart of every successful global brand.
– Emmanuel Prat, former Chairman LVMH Japan
Brands shouldn’t strive to be the same everywhere; they should strive to be strong everywhere. Rooted in purpose, fluent in cultures, this book will show you how global brands win.
– David Aaker, considered the “Father of Modern Branding”
The best brands don’t just adapt to culture— they help shape it. Showing how to keep a brand’s soul intact while igniting passions across cultures, Brand Global, Adapt Local is a must-read for marketers and leaders who want to create brands that not only sell but inspire.
– Greg Hoffman, former Chief Marketing Officer, Nike
Winning in global markets isn’t just about reach—it’s about relevance. Katherine and Nataly showcase how brands can stay globally strong while locally agile, ensuring they connect with consumers in a meaningful way, no matter where they are.
– Stephan Gans, SVP Chief Insights and Analytics Officer PepsiCo
In the age of AI, speed is easy, relevance is hard. Brand Global, Adapt Local illuminates a critical truth: technological reach is meaningless without human understanding. A must-read for leaders wanting to thrive as technology rewrites the rules of engagement.
– Miki Iwamura, VP Marketing APAC and Japan, Google
Brand Global, Adapt Local is a refreshing take on the tension between international economies of scale and demand for cultural authenticity. With intensifying anti-globalization debates, this book could arrive at no better time.
– Rohit Deshpande, Professor, Harvard Business School
Some books teach marketing. Some teach psychology. Katherine and Nataly teach both. Blending consumer insight, innovation and masterful storytelling, this book reveals how cultural intelligence turns good brands into global powerhouses. Whether you’re launching a product, shaping a message, or leading a team, this book will change how you think about influence across borders.
– Jonah Berger, Professor, Wharton University
Timely and thought-provoking, Brand Global, Adapt Local offers sharp insights on business, branding, and culture—and what it takes to go glocal today. More than a book, it’s an inspiring journey that will leave both the marketer and the traveler in you wanting more.
– Elisa Riboldi, Chief Marketing Officer, Nestlé Iberia
Book Launch Events
Book Launch Events
April 27-29
World Retail Congress
Berlin, Germany
Fall Schedule TBD
November
TRIP TK Brand Building across Borders
Singapore
SIETAR USA Lecture
Portland, OR
Berkeley SKYDECK Startup Workshop
Berkeley, CA
DeepL Event
Berlin, Germany
December
New York Public Library
New York, New York and online
Business Round Table
São Paulo, Brazil
February
Ergo Expats Talk
Nice, France
May 19-21
University of Colorado, Boulder
Paris, France
** January, 2026 * *
EDHEC MBA, Executive Education Talks
Nice, Paris, France
May 5-7
Brands and Culture
London, England
March
Vamos Juntos Keynote
Buenos Aires, Argentina
Past Events
Book Previews (May)
University of Utah
Nice, France
EDHEC University
Paris, France
** EUROPEAN BOOK LAUNCH!** June 3, 2025
University of Colorado, Boulder
Paris, France
Acolad
Barcelona, Spain
Cannes LIONS Creativity Summit
Cannes, France
- AdWeek Panel:DEI is the New Mainstream
- VaynerX:“Parlez-Vous Consumer Connection”
- The Marketing Agency:The Future of Brands
DeepL OnlineFireside Chat Watch event here
Women in Localization Webinar
** US BOOK LAUNCH !** June 25, 2025
- Barnes & Noble Signing/Window
- Laforce Book Event w Forbes
New York, NY
September
LVMH Leadership Webinars
Europe / Asia / United States
DMEXCO Keynote, DeepL Exclusive
Cologne, Germany
October
LocWorld: Monterrey, California
FACAMP: São Paulo, Brazil
University of Colorado, Boulder
Boulder, Colorado
Columbia University: New York, NY