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.