Screenshot of the Forbes Expert Panel article titled “How Global Brands Can Avoid Cultural Missteps In New Markets” published in Forbes on May 22, 2025. 20 marketing and communication experts from Forbes Communications Council including Board Director and Marketer Toby Wong provided steps for global brands activating locally to do so respectfully and effectively in this article.

Screenshot of Input from Board Director and Marketer, Ms. Toby Wong, of U.S.-based Toby Wong Consulting, into Forbes Expert Panel article titled “How Global Brands Can Avoid Cultural Missteps In New Markets” published in Forbes on May 22, 2025. Toby’s comment is #17 and titled “Design For Local Creation From The Start”. It reads: “Global brand strategy is as strong as its local activation. Strategic CMOs design for local creation from the start. Nike gets this right—building deep connections with consumers and fans, activating trusted voices and local athletes in key sports, shaping culturally relevant messaging, and building products that serve and fit local consumers while embedding themselves into the soul of sports culture.”

@forbes.com: Global Brands like Nike avoid missteps in new markets. Nike's global-local activation deep in local sports culture shows best-in-class.

Read Forbes Expert Panel: bit.ly/44M4K4p

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