This is a recording of a talk given at the International Social Summit Barcelona 2025. For global brands, striking the right balance between consistency and cultural relevance is both an art and a science. In this talk, Anna Milburn from Webcertain explores how social media listening can help brands maintain a strong, unified identity whilst adapting to diverse regional markets and evolving consumer behaviours. Discover how leading brands use social listening to monitor brand perception across different geographies, identify cultural nuances that require tailored messaging, and ensure that local campaigns align with global brand values. Through real-world examples, you will see how data-driven insights can prevent brand fragmentation, manage reputational risks, and foster authentic connections with audiences worldwide.
