Brand Global, Adapt Local: How to Create Value Across Cultures

**This event will be online only**

What can sneakers and chocolate bars teach us about culture? How come in Japan, Coca-Cola sells canned coffee and McDonald’s serves corn soup? These differences aren’t random - they reveal how brands leverage culture for global success. Today, 77% of consumers say they prefer to buy from brands that share their Values, but what those values mean varies dramatically across cultures. Understanding how to express them authentically in each market is the key to building global growth.
Join powerhouse global CMO Katherine Melchior Ray (Nike, Louis Vuitton, Hyatt, Nordstrom, Shiseido), author of Brand Global, Adapt Local, as she explains how brands adapt locally to build value globally. She shares how cultural intelligence helps businesses turn challenges into advantages - transforming cultural friction into fuel. Whether you’re an entrepreneur entering new markets or a leader managing global teams, the real opportunity lies in learning to see differently.
Learn how to:

• Draw inspiration from the world’s biggest brands
• Unlock global understanding through cultural intelligence
• Distill the essential elements of brand building
• Discover practical frameworks for creating value
• Harness global innovation to accelerate growth
  
  In a world more connected but more culturally distinct than ever, success belongs to those who know how to listen, adapt, and lead across borders.
  

About the Presenter:

Katherine Melchior Ray

Katherine Melchior Ray is a global marketing expert and former CMO of Shiseido
(Tokyo) and Babbel (Berlin), with senior leadership roles at the world’s most prestigious
luxury, fashion, beauty, and hospitality brands including Nike, Louis Vuitton, Gucci, and
Hyatt. Fluent in French and Japanese, she leverages cultural intelligence to help brands
enter new markets, embrace disruption, and lead organizational transformations.
President of Globe Ally Consulting and author of Brand Global, Adapt Local, she teaches
at UC Berkeley Haas and speaks worldwide on global marketing, culture, and leadership
with appearances at Cannes Lions, ADWEEK, and on 60 Minutes, NYT, WSJ, and CNN.

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