Brand Global, Adapt Local - Katherine Melchior Ray

Globe Ally President Katherine Melchior Ray shares brilliant insights from a new book she has co-authored "Brand Global, Adapt Local". Culture is an iceberg, and it can literally sink brands seeking global impact. Going beyond language, food, dress and art to consider more invisible values, assumptions and expectations is crucial. Strategy trumps everything. No matter how brilliant your business plan, it fails without understanding how culture affects it. Use AI to deepen your brand story not replace it, and be proactive in your leadership to build Trust before anything else. "Ask for forgiveness rather than permission."