Katherine Melchior Ray lectures on international marketing and leadership at UC Berkeley Haas School of Business, CA. Her new book, "Brand Global, Adapt Local" is a new paradigm for global brands. Winning brands think global, but feel local because succeeding in global markets isn’t just about reach—it’s about relevance. A former CMO, she spent twenty-five-years building the world's best consumer brands across continents, with Nike, Nordstrom, Louis Vuitton, Gucci, Hyatt, Shiseido and Babbel.