Over the years, we’ve taken brands across borders and learned what makes them stick.
We’ve created experiential campaigns for Swedish beauty brand Oriflame across France, the UAE, Sweden and the UK, amplified through multinational influencer marketing and PR, then packaged the playbook for over 60 markets worldwide.
We’ve hosted journalists for the E1 Series, the world’s first all-electric raceboat Championship, across the Middle East, Africa, the US and the UK, securing global PR coverage.
We’ve created the Columbia Hike Society (CHS), a global hiking community hitting the trails with passionate outdoor content creators for free hikes. From France to Korea, CHS stretches over 40 countries and has become synonymous with its headline-making annual event, HikeFest.
The pattern that emerges is this: ideas travel, but they only land when you understand the local context.
“We live in a global digital world. Information travels across nations instantly and constantly, and in many ways, there are more similarities now between developed cultures than ever before,” says Brandnation’s Senior Digital Marketing Manager, Simarin Tandon.
“But the danger is when this leads people to neglect the nuances. Success starts with observing, then adapting strategically to build a cohesive global narrative that also resonates locally.”
Here are five lessons from a global marketing agency to help brands cross borders with confidence.
Lesson 1: Understand the nuances of the market
The first rule of successful global expansion is to never assume sameness.
Every market has its own rhythm, humour, and triggers; what’s aspirational in Miami might fall flat in Stockholm, what feels bold in Dubai might be understated in London.
Start with research to understand the cultural, social and emotional nuances. What drives people? What are their daily realities, their aspirations, their frustrations?
Pair this with an understanding that cultural cues are not static; they shift with time and context. Ramadan, national holidays, sporting events, or regional festivals can transform how your campaign is received.
“The foundation of a successful global brand is cultural fluency, and that’s built on research,” says Simarin.
Lesson 2: Leverage ‘glocalisation’ in your approach
‘Glocalisation’ is a strategy that marries global consistency with local relevance. It’s the approach behind brands that feel both universally recognisable and intimately connected to each market they enter.
McDonald’s golden arches are instantly recognisable everywhere, but the brand adapts relentlessly to feel locally authentic. The brand runs standardised global campaigns that echo the familiar ring of ‘I’m Lovin’ It’, but it also gives local markets the freedom to develop and scale independently.
In India, the McAloo Tikki and Paneer Burgers replace beef entirely, while in Japan, the Teriyaki Burger sits alongside seasonal desserts that shift with local preferences. The result is a brand that feels both universal and local, depending on where you’re standing.
The smaller details that compose the big picture matter, too. Date formats, colour symbolism, visual design, tone of voice and measurement units all contribute to a campaign that feels culturally relevant and engaging.
We leverage this approach for Oriflame, creating hero events with global impact including the Secret Cherry Party and the Beauty Bus. Each event concludes with its own toolkit, empowering local markets to adapt messaging, visuals and activations while upholding the global narrative.
Image: We held Oriflame’s Secret Cherry Party in Paris and used it as the blueprint for our global toolkit.
Lesson 3: Iterate based on data, not assumptions
The most successful campaigns are built on listening, learning and iterating as you go.
Local insights can come from surveys, social listening or in-person activations. These feedback loops allow brands to refine messaging, creatives and channels, ensuring campaigns resonate and drive impact across markets consistently over time.
“Build in iterative checkpoints from the start,” advises Simarin. “Testing, learning and adjusting is more impactful than pursuing homogenous perfection.”
The reality of global marketing in 2026
Any brand with curiosity, creativity and respect for local culture can make its mark worldwide.
For marketers looking to make their campaigns truly global, it starts with empathy, insight and a willingness to learn. Think globally, act locally and celebrate the human connections at the heart of marketing.
As an integrated marketing and communications agency, we help brands craft, test and refine global campaigns that resonate across markets. If you’re ready to take your brand international without losing what makes it distinctive, let’s talk.
About the author
Natalie Clement | Digital
Marketing Executive
With international experience as a digital marketer, writer, and editor, Natalie has worked across sectors including lifestyle, technology, and tourism.
