Using Data and AI for Corporate Branding
Key Takeaways:- Learn how to use data and AI to deeply understand your customers.
- Understand how to scale global branding while localizing content effectively.
- Learn how data and AI fit into a branding strategy.
Description
Building a brand that resonates across regions, channels, and cultures is one of the biggest challenges for modern marketing leaders. As customer expectations evolve and markets become more fragmented, relying on intuition alone is no longer enough. Data and AI now play a critical role in helping brands understand their audiences, tailor messaging, and scale their presence globally—without losing local relevance.
In this presentation webinar, Katherine Melchior Ray, a Lecturer at UC Berkeley Haas School of Business, Nataly Kelly, Chief Marketing Officer at Zappi, Laura Ries, Chairwoman at RIES, and Benoîte Yver, three-time CMO, will teach you how to use data and AI to shape a modern branding strategy. You’ll learn how to uncover actionable customer insights, adapt campaigns across different markets, and localize content while maintaining a consistent brand identity. This session is ideal for marketing leaders looking to build smarter, more scalable brand strategies.
Presenter Bio
Katherine is a global marketing leader who lectures at UC Berkeley, Haas School of Business and runs the GlobeAlly consultancy. Previously, she was Chief Marketing Officer at Babbel (Berlin) and at Shiseido (Tokyo) as well as a senior executive at Nike, Louis Vuitton, Gucci, and Hyatt. She is the author of "Brand Global, Adapt Local" alongside Nataly Kelly.
Nataly has over two decades of experience as a data-centric marketing and growth executive. She heads up marketing for consumer insights platform Zappi and also runs the Born to Be Global consultancy. Previously, Nataly was Chief Growth Officer at Rebrandly and VP of Marketing at HubSpot. Alongside Katherine, she is the author of "Brand Global, Adapt Local".
Laura has three decades experience running the RIES marketing consultancy. She's a world-expert on brand building and brand positioning, having taught the topic in over 60 countries. She is the author of seven books on branding, including the upcoming "The Strategic Enemy".
Benoîte advises technology companies on applying data to their marketing strategy. She has extensive experience of uncovering customer insights from customer data. Benoîte has been a three-time Chief Marketing Officer, at Datameer, Level AI, and DataCamp, as well as fractional CMO for a dozen startups.