Cultural Intelligence for Global Success

During this interactive webinar, Katherine Melchior Ray will explore key themes from her book, including how leading brands such as Nike, Nestlé, Natura, and Louis Vuitton have successfully adapted their marketing strategies to build authentic connections across diverse cultures. Drawing on her extensive international experience, she will share practical insights on cultural intelligence (CQ) and its growing importance for executives leading global brands and multicultural teams.
 

About the Speaker:

Katherine Melchior Ray lectures on international marketing and leadership at UC Berkeley Haas School of Business. With more than 25 years of experience building iconic brands across continents, she has held senior leadership roles at Nike, Louis Vuitton, Gucci, Hyatt, Shiseido, and Babbel.

Brands shouldn’t strive to be the same everywhere—they should strive to be strong everywhere. Rooted in purpose, fluent in culture—this book will show you how modern brands win.

About Brand Local, Adapt Local: How to Build Brand Value across Culture.

• David Aaker, considered the “Father of Modern Branding" author of 18 books on the topic
  
  "The best brands don’t just adapt to culture—they help shape it. Katherine and Nataly's insights into global branding show how to keep a brand’s soul intact while igniting passion across diverse markets. Brand Global, Adapt Local is a must-read for marketers and leaders who want to create brands that not only sell but inspire.”
   
• Greg Hoffman, former Nike Chief Marketing Officer
  
  Brand Global, Adapt Local is an essential guide for leaders navigating the complexities of global business. Rich with real-world examples, this book invites us to see the world with fresh eyes and embrace the human dimension at the heart of every successful global brand.
   

• Emmanuel Pratt, former Chairman LVMH Japan
   

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