Why Nataly Wrote Her Recent Book Brand Global, Adapt Local

Building a consistent global brand voice is challenging. Nataly Kelly, CMO of Zappi and author of "Brand Global Adapt Local," shares her expertise on balancing global brand consistency with local market adaptation. She explains how AI tools can effectively encode brand voice, drawing from her experience living abroad and building brands in diverse markets, and offers practical strategies for marketers to maintain authenticity while scaling globally. Show NotesConnect With: Nataly Kelly: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

• 0:00Speaker 00

  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iHereEverything.com.

• 0:25Speaker 01

  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

• 0:36Speaker 02

  Getting brands authentically integrated into content performs better than TV advertising.

• 0:42Speaker 03

  Typical lifespan of an article is about 24 to 36 hours.

• 0:46Speaker 01

  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

• 0:53Speaker 00

  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

• 1:15Speaker 04

  I'm Benjamin Shapiro and joining me today is Natalie Kelly, the CMO of Zappi and the co-author of Brand Global Adapt Local. And today Natalie is going to explain how marketers can effectively encode their brand voice using AI tools. All right, Natalie, I want to move on to our lightning round where I'm going to ask you a couple of marketing-related questions specific to building your brand voice. Are you ready?

• 1:39Speaker 05

  I hope so, let's try.

• 1:40Speaker 04

  All right. You just wrote your fourth book, Brand Global Adapt Local. Give us the rationale for writing this book.

• 1:48Speaker 05

  This book is to help people who are in charge of global brands really understand how to show up locally, but it's also informed by the perspective of people who have gone abroad, lived in other countries, know what it's like to be on the ground in those markets, building brands in those local markets, which is very different from being in a headquarter location distant from local markets and how that lived experience really helps build local brands that are part of a bigger global brand.

• 2:18Speaker 04

  All right, that wraps up this episode of the Martech Podcast. Thanks to Nataly Kelly, the CMO of Zappi and the author of Brand Global Adapt Local. If you'd like to contact Natalie, you can find a link to her LinkedIn profile in our show notes or on martechpod.com, or you can visit her company's website, which is zappi.io. If you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or find us on YouTube and we'll be back in your feed next week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

• 3:18Speaker 00

  Thanks for listening to the Martech Podcast, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit iHearEverything.com.