Nataly Kelly is the chief marketing officer of Zappi, a consumer insights platform that helps brands win with consumers. A former Fulbright scholar in sociolinguistics, she is the author of multiple books, including her latest titled, Brand Global, Adapt Local, available now.
Too Many Cooks Spoiled Converse’s Global Ad Rollout
How could such a massive global breakdown happen? Let’s start by counting the borders.
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Callaway and Good Good’s Ad Was So Bad, Even AI Audiences Sounded the Alarm
The frustrating thing about the Good Good ad is that the warning signs weren't particularly difficult to find.
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A Retailer’s Checklist to Prevent the Next Target Costume Blunder
When does an apology stop being a checkbox exercise as opposed to a genuine learning moment?
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For America250, Patriotic Marketing Has to Look Beyond the Cliches
July 4th is a reminder that marketing can't manufacture authenticity.
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Latin America’s World Cup Ads Have a Secret U.S. Brands Keep Missing
Many brands use creative tactics in Latin America that are steeped in local culture, and that many U.S. marketers might find surprising.
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The World Cup Is Back, But U.S. Brands Are Still Lost in Translation
It’s been 30 years since the U.S. last hosted the World Cup. In that time, the Hispanic population has nearly tripled, and nearly 45 million people in America speak the [...]
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Chinese Retail Is Shaking Up American Retail
Asian retail—much of it Chinese—is now having its own moment.
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TRESemmé and Devil Wears Prada 2 Are Rewriting the Sponsorship Playbook
TRESemmé recently announced its status as the "signature hair brand" of Devil Wears Prada 2. This word choice matters.
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An Irish Comedian Turned the Big Arch Launch into a Global Burger War
A routine product launch became a global cultural moment, but not a single dollar of paid media made it happen.
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Bad Bunny’s Halftime Show Wasn’t a Gamble. It Was an NFL Growth Strategy.
Bad Bunny’s expansive performance, underscored with messages of love and acceptance, translated into a perception lift for the NFL as a whole.
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