Brand Global, Adapt Local: Innovating Brand Value across Cultures

Global growth isn’t just about reach—it’s about relevance. The strongest brands don’t simply export what works at home; they adapt with cultural intelligence, balancing global consistency with local nuance. In this session, Katherine Melchior Ray, author of Brand Global, Adapt Local, reveals how brands like Nike, Park Hyatt, Coca-Cola, and Kit Kat leverage culture for innovation, loyalty, and long-term value. Drawing on real-world examples and global experience, she shares practical frameworks for managing a brand’s range, reach, and vitality across markets, because in today’s world, harnessing culture creates a competitive advantage. A Q&A session with Nikolaus Röttger will follow the 20-minute keynote.