Go for a ‘glocal’ approach and embrace ‘freedom within a frame’: Build a truly global capability community of branding experts, and make sure they are part of entire journey – from strategic and creative development to testing and learning and continuous adaptation.

To ensure a branding concept resonates universally, follow these key steps: - Conduct global research to understand cultural nuances - Use simple, intuitive design that transcends cultures - Focus on shared human values and emotions - Test and validate the concept across cultures - Collaborate with local experts to ensure sensitivity - Allow for regional adaptations while maintaining global consistency

Years ago, when working on Sprite for the Coca-Cola Company (as an American in Germany), I was given a list of potential brand names. The global team was looking at potential new brand names for other beverages. Several of the names on the list had the word "mist" in the title... sounds great and refreshing in English, but in German it is both a mild expletive and means "dung." Not appropriate for any kind of consumable! Make sure you bring in multiple global perspectives on symbols, traditions, words, etc. Cultural sensitivity is key - but you want to start from a place of inclusion and understanding first before you get too far down the path with your branding work and trying to course correct afterwards.

To ensure a branding concept resonates universally across diverse cultures, I focus on finding common values and emotions that transcend cultural differences. I create a flexible design that can be adapted to local nuances while maintaining a consistent core message. By incorporating universal themes like trust, quality, or innovation, the brand can connect with a wide audience while respecting cultural uniqueness.

Going global? Mazel tov! 🎉 But remember, one size doesn't fit all. When I explore branding across cultures, research is my best friend. It's one less thing I have to worry about. Understand local customs, values, and taboos. What's funny in Tel Aviv might be offensive in Tokyo. 😬 Test your concepts with diverse focus groups. Get real feedback, not just assumptions. Flexibility is vital. Think McDonald's - same brand, different menus worldwide. 🍔 Don't try to be something you're not. Embrace your unique voice, but be mindful of cultural nuances. Be respectful. Show genuine interest in the cultures you're engaging with. It's not just good business, it's basic human decency. ❤️ Now go out there and conquer the world!