As brands expand across borders, the challenge isn’t just global reach—it’s global relevance. How can a brand stay true to itself while speaking the language of vastly different cultures? The answer lies in becoming a “cultural chameleon”—able to flex and adapt without losing its core identity. In this article, branding experts share how global companies are striking that balance through universal truths, authentic local engagement, and empowered regional teams.
I sat down with some Creativepool regulars (not to mention industry leaders) so they could share their insights on how brands can adeptly navigate this landscape, becoming true 'cultural chameleons.'
Universal Truths as Brand Foundations
Sue Benson, CEO and Founder of The Behaviours Agency, emphasizes the importance of anchoring a brand in a simple, universal truth that transcends geographical and cultural boundaries. She explains:
"The best cultural chameleons are brands built on a simple universal truth. One that’s omnipresent where they show up, geographically, tribally, and culturally. It’s the kind of truth that can then be flexed and adapted to be relevant in the context of where it shows up."
Benson cites Nike as an exemplar, noting how the brand taps into the universal 'desire to win,' adapting its messaging across different sports, regions, and demographics. Similarly, Kit-Kat leverages 'the need to take a break,' and Lego embodies 'our desire to play.' She concludes:
"It’s this central understanding of people's inner motivations, and a consistency to embed them into the very DNA of the brand that gives them the permission to play at being a cultural chameleon."
Jollibee: A Case Study in Cultural Adaptation
Regis Andanar, Marketing Specialist at POD LDN, highlights Jollibee's remarkable global expansion as a testament to effective cultural adaptation:
"When we talk about brands truly becoming ‘cultural chameleons,’ my mind immediately goes to Jollibee. For those unfamiliar, it's a hugely popular fast-food chain from the Philippines, known for its unique and delicious take on fried chicken and sweet-style spaghetti."
Andanar observes that while McDonald's dominates globally, Jollibee has successfully carved out its niche, approaching 10,000 restaurants worldwide. A key element of their success lies in their ability to adapt to local flavours while maintaining their core identity. He adds:
"What's really striking is how they nail their marketing. They’ve embraced platforms like TikTok and Instagram, creating content that feels authentic and engaging, not just promotional."
This approach positions Jollibee as a relatable and culturally attuned brand, especially among younger, digitally savvy audiences.
Empowering Local Teams for Genuine Connections
Maria Antonia Dolman, Senior Strategist at Saffron Brand Consultants, underscores the necessity of consistent brand positioning coupled with local empowerment:
"Successful global brands begin with a clear and consistent positioning—they know who they are and what they stand for. But to connect across borders, clarity alone isn’t enough. Brands need to trust and empower local teams to deeply understand their audience’s culture, language, and day-to-day lives."
Dolman cites Remitly, an international remittance service, as an example of this strategy in action. She recounts seeing Remitly advertisements tailored to specific immigrant communities in different cities, each maintaining the brand's overarching purpose while resonating on a personal level. Beyond advertising, Remitly invests in culturally aligned partnerships and sponsors events that matter to local communities, fostering trust and emotional connection.
Dolman encapsulates this approach:
"Remitly’s success lies in a simple but powerful idea: act globally, relate locally. With consistent positioning and deep cultural empathy, they’ve built a brand that not only speaks many languages but understands the people who speak them."
In essence, the ability of global brands to adapt to local trends hinges on identifying universal human truths, authentically engaging with local cultures, and empowering regional teams. By doing so, brands can transform into 'cultural chameleons,' seamlessly blending into diverse cultural landscapes while maintaining their core identity.
The Luxury Brands Balancing Authenticity with Cultural Relevance
Lucy Boyd, Managing Partner at Proud Robinson + Partners, feels that the luxury brands are the ones best placed to toe the line and feel both real and relevant.
“For luxury brands, where heritage is an important facet of identity, it can become challenging to balance the need for consistency and authenticity with cultural relevance on a global scale.”
Don Julio is an iconic Mexican brand, one with celebration at its heart. Lucy explains how, in 2024, the brand sought to globalise the most meaningful of Mexican celebrations, Día de Muertos (Day of the Dead).
“A unifying activation saw the creation of multiple ‘ofrenda’ (a traditional altar) installations across the world. Around these, 30+ markets built their own iconic Día de Muertos experiences, created with a distinctly Don Julio lens on modern Mexicanity and blending the traditional codes of Día de Muertos with the influential nightlife scenes of each city.”
With an authentic, global storytelling mechanic and culturally hot localised consumer experiences, the brand understands that its authentic Mexicanity is a conduit Vs a barrier to connection at a local level, distilling the spirit of the celebration (that love never dies) into a mass moment of cultural participation.
Final Thoughts
Global success isn’t about diluting your brand to fit in everywhere—it’s about knowing who you are and being smart about how you show up. Whether it’s Nike tapping into a universal desire to win, Jollibee connecting through flavour and fun, Remitly building trust in immigrant communities or Don Julio bridging cultural gaps, the common thread is clear: cultural chameleons don’t fake it—they translate their truth in ways that genuinely resonate. The brands that win across cultures are the ones that listen, adapt, and stay rooted in what really matters.
