Katherine Melchior Ray | Globe Ally

How to create value for foreign consumers; balancing global and local priorities; domestic benefits of a global mindset

Katherine Melchior Ray, author of "Brand Global, Adapt Local," shares insights on how to make your marketing campaigns culturally intelligent and relevant across borders. She explains the necessity of balancing global branding with local adaptation to avoid costly missteps and build consumer trust. In an engaging discussion, Katherine highlights successful strategies from brands like Samsung…