Every brand that crosses the Atlantic faces the same unspoken question, and almost nobody asks it out loud before they've already spent the budget: should we act like ourselves, or should we act like we belong here?
Volkswagen bet on staying unmistakably German and won over American drivers. Other brands have made the opposite bet and won too. There's no universal answer, and that's exactly what makes it a hard call to get right.
Daisy Pack, managing director of HUNTER's London office, has spent more than two decades sitting inside that decision for American and British brands trying to win over each other's audiences. In this episode, she walks through how she actually makes the call, using a real campaign for Premier Protein that skipped the obvious American fitness playbook entirely, and explains why the right answer for a brand crossing the Atlantic in 2026 might be the opposite of what worked ten years ago.
Listen For
4:09 Should American brands emphasize or downplay their identity when entering the UK?
8:13 How did Premier Protein make an American brand culturally relevant in Britain?
14:05 Why do American and British audiences respond differently to brand storytelling?
15:49 When can leaning into Americana actually help a brand connect with British consumers?
19:28 What should an American brand do before launching or expanding in the UK?
Guest: Daisy Pack, Managing Director, Hunter PR London
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Doug Downs
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