Alexandre Grela

Scaling a business across borders is exciting, but doing it right requires more than ambition and a translated website. In this session, we dive into what truly makes international expansion work. It’s not about copying your home strategy into new markets. It’s about understanding how culture, language, expectations, and behaviors shift from country to country. You will learn what separates successful international brands from those that fail to connect. We’ll cover how to adapt your positioning, messaging, and customer acquisition without losing your core identity. You’ll also hear real examples from companies that got it right, and others that didn’t. This talk is for founders, marketers, and growth teams who want to approach internationalization with clarity, intention, and long-term impact.

In a world where brands can go global in a few clicks, understanding local cultures is no longer optional. It’s a competitive advantage. This talk explores how marketing often overlooks the human factor behind international growth: cultural context. From colors that offend to messages that fall flat, even well-intentioned campaigns can alienate the very people they’re trying to reach. You’ll learn how to build campaigns that don’t just translate, they resonate. Through real-world examples and a pragmatic framework, we’ll cover: • Why cultural assumptions in HQ often lead to failure abroad • How to build trust through cultural respect and local nuance • What makes a message relevant in one country and tone-deaf in another Whether you're scaling a DTC brand, localizing B2B campaigns, or launching in new markets, this session will help you move from global presence to local connection, with empathy, intelligence, and results.

Many companies believe they can scale internationally by simply replicating what worked at home. But when it comes to business, culture, and communication, one size fits all almost always means one size fits none. In this talk, we explore why standardized global strategies often lead to local underperformance and how commercial success depends on the ability to adapt, not just expand. You'll discover: • Why customer behavior doesn’t scale like code • How cultural blind spots sabotage product–market fit • What to localize, what to keep global, and how to tell the difference Drawing from over 10 years of international consulting, this session helps leaders and marketers rethink growth with nuance and avoid the costly mistakes of oversimplification.