In today’s hyper-connected world, building a brand that resonates across cultures is more challenging than ever. How do you maintain authenticity while adapting to global markets? Laura Robles, CEO of Glowden Agency, has made this her mission. With over a decade of experience in both the UK and Spain, she’s helped brands navigate the complexities of expanding internationally.
In this exclusive feature for our Insights, Laura shares how businesses can bridge the gap between cultural understanding and strategic impact, revealing the tactics that will define the future of branding and marketing.
Why Culture is Non-Negotiable in Branding
Laura’s career-defining moment happened in Manchester, where she first realized how deeply culture influences branding. “It’s not just about translating a message; it’s about transforming it,” she explains. For Laura, the success of a campaign depends on truly understanding the people it’s meant to serve.
At Glowden Agency, this principle takes form through a global team of experts who craft messages that feel authentic to their audience. “Your audience knows when you’ve done the work, and when you haven’t.”
What this means for your brand? Cultural missteps can cost more than money: they can erode trust. To resonate globally, brands must adapt, not just replicate.
Balancing Data with Emotion
For many, the push for data-driven decisions has overshadowed the need for emotional storytelling. Laura believes these two must work together. “Data gives you the ‘what’ and the ‘how,’ but emotion gives you the ‘why."
Her approach includes using tools like Semrush and Meta Business Suite to analyze trends while ensuring that storytelling remains at the heart of every campaign. “Without the emotional connection, even the most precise data won’t move your audience to act.”
A 2023 report by Deloitte found that 63% of consumers expect brands to deliver personalized experiences. But personalization alone isn’t enough, it’s the emotional resonance that drives loyalty.
Rethinking Challenges: When Brands Pivot
Laura recalls a pivotal project that tested her team’s ability to adapt: repositioning a beauty brand to align with a new vision. It wasn’t just about messaging—it required rethinking the client’s approach to public speaking, visual storytelling, and non-verbal communication. “It’s projects like these that redefine your understanding of what’s possible.”
Her work with a major Spanish electricity company offers another example of how bold strategy and technical precision can coexist. By weaving creative collaborations into a traditionally conservative sector, Laura and her team transformed their client’s perception in the market.
The biggest breakthroughs often come from the biggest challenges. Brands willing to pivot and embrace the unknown are the ones that stand out.
The Future is AI (With a Human Touch)
AI is no longer a buzzword; it’s a tool shaping the future of branding. For Laura, the potential of AI lies in its ability to enhance — not replace — human creativity. “AI can save time and resources, but it will never replace the authenticity of human connection," she emphasizes.
One example? LinkedIn posts generated purely by AI. While efficient, these posts often miss the nuance and tone that make a message feel personal. “AI needs guidance to align with a brand’s values, it’s a tool, not a voice."
Brands embracing AI must strike a balance. Use it to amplify your strategy, but never let it overshadow your humanity.
2025 & Beyond: Staying Agile
In 2025, global brands are already facing significant challenges: economic shifts, geopolitical uncertainties, and the ever-changing expectations of consumers. Laura’s advice? Build agility into your strategy.
“Having a clear direction is important, but so is the ability to pivot when needed. At Glowden Agency, monthly and quarterly reviews ensure that strategies stay aligned with client goals while remaining flexible enough to adapt".
A successful brand isn’t just known, it’s understood. “When your audience recognizes not just what you sell, but who you are, that’s when you’ve built something meaningful". Her insights reflect a deep understanding of the complexities that today’s brands face, from navigating global markets to leveraging cutting-edge technologies like AI. Laura’s approach serves as a reminder that while tools and strategies may evolve, the core principles of branding—authenticity, adaptability, and emotional resonance—remain timeless.
“What isn’t communicated isn’t known". For her, storytelling is the glue that binds every element of branding together, from strategy to execution. Whether it’s helping a beauty brand pivot or rethinking audience engagement for a global corporation, her work illustrates how thoughtful branding and marketing can create real impact together.
- Adaptation is Key: Translating a message isn’t enough; transform it to fit your audience.
- Emotion Over Algorithms: Data informs the strategy, but emotion drives the results.
- AI as an Ally: Use AI to streamline efforts, but keep the soul of your brand human.
The future of branding isn’t just about keeping up—it’s about standing out in a way that resonates. As Laura’s work with Glowden Agency shows, the most successful brands are those that can balance global ambition with local relevance, data with emotion, and innovation with authenticity.
Whether you’re crafting a new identity, entering a new market, or rethinking your approach for 2025, the time to act is now. The tools are there, the challenges are clear, and the opportunities are limitless for those who are ready to cut through the noise.
At Tars.Studio, we’re committed to bringing you perspectives that inspire action and push boundaries.
Ready to explore how branding can take your business to the next level? Let’s start the conversation.
Written by: Eduardo Cortés
Date: January 15th 2025