Book excerpt: This book explores Kneehigh Theatre Company’s notions of “Brand Kneehigh”, discussing how their theatrical style enjoyed local and global appeal, in relation to theories of globalisation, localisation and cultural exchange. It defines Kneehigh’s theatrical brand, indicating Cornish cultural identity as a core component in conjunction with international influences. By looking at the history of this company, the book’s analysis of key productions reflects on qualities attributed to “Brand Kneehigh” and considers the ‘local’ and ‘global’ nature of their work. The selection and review of productions examined here reveals the changes and reinventions Kneehigh have undergone to incorporate shifting interests and socioeconomic engagements. This book explores Kneehigh’s ambitions to establish themselves as a company delivering material that is ‘popular’ in appeal, meeting the needs of a Cornish (local) community and an international (global) audience. However, tensions working between local and global interests are also exposed, with an investigation into Kneehigh’s own cited solution: their self-created performance space, the Asylum.