How do you maintain brand authenticity in local markets?

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Stephanie Bell

Head of Marketing- Mercedes Benz, BYD, smart & XPENG @ MDL · Mercedes-Benz Cars Ireland

Follow guidelines, localize

Stephanie Bell says she navigates a global brand within local guidelines, taking them, digesting them and localizing where she can. She says localization is where the effort comes because it requires approvals and back-and-forth.

The answer starts at 16:30.

Rustom Dastoor

Executive Vice President, Head of Marketing and Communications for the Americas · Mastercard

Stay true to core values

Rustom Dastoor says a global brand should never compromise on its company values, such as decency, honesty, inclusion and fair play, because those manifest the same way in every country and are welcomed everywhere.

Meghan Gendelman

CMO, B2B · Canva

Maintain core guardrails

Meghan Gendelman says marketing should hold on to its judgment, positioning, messaging, overarching narrative, visual identity and tone of voice, saying brand systems let people work within them and can be freeing.

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Marc S. Pritchard

Chief Brand Officer · Procter & Gamble

Ground content in brand truth

Marc S. Pritchard says to keep content grounded in a brand truth, a consumer insight and a moment that matters, and that this same model is applied around the world.

Lucinda Barlow

Senior Director, Head of International Marketing (APAC, EMEA, Latin America) · Uber

Be truly local

Lucinda Barlow says to be truly local, because it builds a strong connection and lets you point out the different pain points people face in their own cities to break inertial habits.

Rachel Thornton

CMO, Enterprise · Adobe

Know your brand promise

Rachel Thornton says to know your brand promise, because if you define what your brand stands for you can scale that promise and keep it consistent in every customer interaction.