Expanding into new markets can unlock extraordinary opportunities for brands—but only if they can communicate in a way that truly connects.
Tala Booker, Founder and CEO of cross-border communications and marketing agency Via, has built her career on helping brands bridge those cultural and commercial divides.
Her work spans the diverse APAC region, where language, tone and even the subtlest cues can redefine a brand message. Tala Booker understands that success lies in more than translation—it’s about interpreting meaning, respecting unspoken norms, and shaping stories that resonate authentically across borders.
1. How do brand messages get reinterpreted through local cultural lenses, sometimes in unexpected ways?
One of the most fascinating parts of our work at Via is seeing how a brand message can feel very different across markets. What seems bold and energising in one place might come across as more subtle or thoughtful in another.
For example, a campaign about ambition might inspire some audiences, while others respond better to stories about steady progress. That is why we stress-test messages with local experts by running workshops and gathering feedback to make sure every phrase and visual lands well.
This attention to detail helps brands connect authentically and build trust with their audiences, ensuring the message truly resonates no matter where it is shared.
2. What’s the most effective way for global headquarters to support local comms without being prescriptive?
I’ve always been fascinated by how stories travel. Whether it’s through a well-placed article, a panel discussion, or a piece of thought leadership, the right message in the right channel can shape perceptions and open doors. At Via, we’re deliberate about where and how we show up. Earned coverage lets us join important conversations, while owned channels give us space to go deeper and share our perspective in full.
For me, it’s about making sure those touchpoints are consistent, credible, and connected to our purpose. It’s not just about saying something, it’s about saying it in the right place, to the right people, at the right time. That’s when communication stops being noise and starts becoming influence. By focusing on earned and owned channels, we’re able to reach the right audiences with depth and authority, and keep building relationships that outlast any single campaign.
3. How do you uncover and respect unspoken communication norms in new APAC markets?
I’ve learnt that in new APAC markets, the smartest move at the start is to listen more than you talk. Every market has its own unspoken rules on how decisions are made, who gets a seat at the table, and how direct (or indirect) you can be. In some places, a “no” will never be said out loud; you have to catch it in the subtext.
We run discovery sessions not just to understand commercial objectives, but also to observe how people interact, what they value, and which channels hold the most credibility. We also rely on our senior advisors and trusted partners in each market who understand these nuances instinctively. This kind of intelligence helps us guide our clients with confidence and avoid the missteps that can undermine credibility before it is even built.
4. What’s the biggest pitfall in trying to position a brand as ‘premium’ across different economies?
Assuming that premium means the same thing everywhere. In some markets, premium is about heritage and tradition. In others, it is about innovation and speed. In financial services, it might be tied to exclusivity and access in one place but transparency and security in another.
The risk comes from leading with symbols, language or benefits that feel “premium” in one market but are irrelevant or even off-putting in another. This is why we conduct market-specific brand perception work before positioning any client. It allows us to tailor the premium narrative, so it is rooted in what local audiences actually value, not just in what the brand has always done elsewhere.
5. How can challenger brands use comms to leapfrog legacy competitors?
Challenger brands can be nimble, take smart risks and tell distinctive stories that cut through the noise. The real advantage comes from clarity of purpose and relentless storytelling. It is not enough to have a better product; you have to be consistently visible in the right conversations with messaging that connects emotionally as well as commercially. That combination can help a challenger brand overtake a legacy player in influence, even before it matches them in market share.
Via’s cross-border network helps challengers harness these connections to deliver messages with conviction and emotional resonance. It’s how challengers shine, connect, and grow their impact on a global scale.
6. How do internal comms need to shift when operating across low and high-context cultures?
High-context cultures communicate much through relationships and subtle cues, while low-context cultures favour clear and direct messaging. Leading teams across these cultural styles requires adapting tone and detail to fit each audience.
At Via, we create internal comms playbooks and run executive coaching sessions tailored to address these differences. Our cross-border expertise ensures executives understand how to deliver messages that align and motivate teams everywhere. When internal communication flows with clarity and respect across markets, teams build trust, move forward together and create powerful results.
For Tala Booker, effective cross-border communication is not about applying a one-size-fits-all formula. It’s about listening deeply, adapting with precision, and anchoring every message in genuine cultural insight.
As brands seek growth in APAC’s fast-moving and complex markets, Tala’s approach offers a clear advantage: communication that builds trust, earns influence, and keeps brands relevant no matter where the conversation happens.
Adrianne Saplagio is a Content Producer at Comms Room, where she combines her passion for storytelling with her expertise in multimedia content creation. With a keen eye for detail and a knack for engaging audiences, Adrianne has been instrumental in crafting compelling narratives that resonate across various digital platforms.
