Think Global, Feel Local: How Insight Powers Cultural Relevance

Most global brands fail at cultural relevance despite massive research investments. Katherine Melchior Ray, former CMO at Shiseido and marketing leader across Nike, Louis Vuitton, and Hyatt, bridges strategic vision with cultural intelligence gained from 12 years working abroad. She reveals the "freedom within a framework" approach that lets KitKat succeed in 14 countries, the cultural intelligence model that prevents costly missteps like Airbnb's China exit, and how trust-building requires shared values, honest communication, and consistent promise delivery across every market.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.