Managing Global Brands: Cultural Insights to Win Locally

What makes a global brand feel local—without losing what makes it iconic?

In today’s markets, “one-size-fits-all” rarely wins. The brands that grow across borders are the ones that read culture sharply—and know exactly when a global campaign will resonate and when it must be adapted to win locally. 

In this session, we’ll explore how cultural insights can become your competitive advantage—using practical examples and tools drawn from ethnography, cross-cultural learning, and consumer behavior. 

You’re invited to a live online session with IE Professor Jaime Veiga, who has built his career across the consumer goods and pharma sectors, with 20+ years of experience in product development, R&D, consumer behavior, market research, and marketing—including roles at Procter & Gamble and Johnson & Johnson.