#032: Brand Global, Adapt Local with Nataly Kelly

The Native Experience Podcast: Translation, localization and multicultural marketing discussions

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In this episode of The Native Experience podcast, we dive into the world of global branding and localization with Nataly Kelly, Chief Marketing Officer at Zappi. We discuss her extensive experience in marketing and localization and how these experiences shaped her insights on building brand value across cultures. Natalie shares her journey, from her passion for music to her professional endeavors, and how her background in languages has influenced her approach to marketing.

We explore the key themes from Nataly’s upcoming book, Brand Global, Adapt Local, which emphasizes the importance of creating truly localized experiences for diverse audiences. Natalie highlights the challenges and strategies involved in launching a brand in new markets, including the significance of understanding cultural nuances and the necessity of authentic representation in marketing materials.

Tune in if you want to hear valuable insights for marketers and localization professionals looking to enhance their global strategies and foster deeper connections with their audiences.

Want to know how to authentically reach, include, and engage your audiences in their native language and culture? The Native Experience Marketing (NX) book unveils the innovative NX framework, empowering professionals to develop culturally and linguistically authentic marketing strategies. Learn more about it here!

ABOUT OUR GUEST:

Nataly Kelly is the Chief Marketing Officer of Zappi, a consumer insights platform. She was formerly VP Marketing at HubSpot, where she also served as VP International Operations and Strategy and VP Localization.

Nataly is a published author and her latest book Brand Global, Adapt Local written with Katherine Melchior Ray is due for release in 2025 via Kogan Page. Brand Global, Adapt Local explores the challenges brands face across international markets and how they balance remaining true to their brand values with creating local resonance.

ABOUT THE NATIVE EXPERIENCE:

In each episode, we invite professionals who have successfully localized their products or services, worked with Culturally and Linguistically Diverse communities to achieve equity, and/or have personal experiences that shed light on unique cultural nuances. Our guests share their empowering stories, lessons, and insights to inspire you to provide native communication in your own endeavors.

At LEXIGO, we believe that providing authentic and meaningful communication is essential to building strong connections with new audiences and markets. This is why we've created this podcast – to empower you, by sharing the experiences, knowledge, and passion of experts in the localisation and language world.

We believe that each guest's story will not only inspire you, but also provide valuable information on how to effectively communicate and connect with diverse audiences.

Whether you're a business owner, marketer, comms professional, translator or cultural enthusiast, or simply someone who values meaningful communication, join us on this journey as we explore the power of native experiences and how they can shape our world!

LINKS:

• Visit our website: Lexigo.com
• Get the Native Experience Marketing book: lexigo.com/nx
• Contact us: [email protected]