Farrow & Ball lessons: Fixing your US messaging to drive sales

What you’ll learn

• How to adapt your brand messaging for US audiences, including what to lead with and how to sequence your story for maximum impact.

• How to identify and elevate your strongest US selling points, even if they are currently underplayed in your UK positioning.

• How to use partnerships and collaborations strategically in the US, to extend reach and build credibility without relying solely on paid marketing.

Description
 

Expanding into the US market often reveals a critical challenge for UK brands: strong brand awareness that doesn’t convert into sales. In many cases, the issue isn’t the product - it’s the messaging. What resonates with UK audiences does not always land with American buyers, and even established brands can miss key opportunities to connect.

In this session, Molly shares her experience of repositioning Farrow & Ball for North America, drawing on practical case studies to illustrate how targeted messaging shifts can unlock commercial growth. From elevating eco-credentials that US consumers value more highly, to rethinking how collections - such as the Natural History Museum range - are activated for American designers, she will demonstrate how getting the story right can transform performance. The product was right - but the narrative needed to change.

Designed for UK exporters, this webinar will help you reassess how your brand travels across borders. You will learn how to refine your positioning, align your messaging with US consumer priorities, and focus your marketing spend where it will deliver the greatest impact.

 
Looking to learn something new before your next live event? Explore our on-demand video library and access over 30 bite-sized videos packed with practical advice and expert insights.

Speakers

Molly McDermott Walsh

Head of Strategy & US, Uprated agency

Molly McDermott Walsh is a brand strategist and marketing leader with over 20 years of experience shaping luxury and design-driven brands including PANTONE, Farrow & Ball, Henrybuilt, and Zenith (LVMH). She has led omnichannel growth across heritage houses and high-growth startups spanning lifestyle, interiors, wellness, and luxury. Now building the U.S. presence of UK-based agency Uprated, she brings together brand strategy, creative activation, and performance marketing to help ambitious brands grow with clarity, distinction, and momentum.