In the News…
ARTICLES
Why Brand Desirability
is Key to Longevity
Financial Times reporter Stefan Stern interviews Katherine on the challenges brands face to remain relevant over time. She explains the “Brand Fulcrum,” a framework developed at Louis Vuitton to balance contradictory opportunities like tradition and innovation.
One Size Does
Not Fit All in Global Business
Forbes reporter Shep Hyken interviews Katherine on five ideas to navigate the cultural differences and individual preferences of international customers. Learning to understand their specific needs helps create your brand’s competitive advantage.
Tariffs challenge customer loyalty—winning it back is incredibly hard
In this Op-Ed, Katherine explains how brands can preserve consumer trust even with rising prices from Trump’s tariffs, so brand loyalty doesn’t become a luxury only the affluent can afford.
Is Branding Leadership’s New Frontier?
Katherine explains that branding should permeate every aspect of the company to create a consistent, tangible experience since it's the common lens through which customers all over the world perceive its values and offerings.
Airbnb’s Lessons from China
Katherine takes us into her classroom at UC Berkeley's Haas School of Business in this San Francisco Chronicle Op-Ed where we discover the cultural obstacles Airbnb faced in China and how those subtleties are brought to life by the international MBA students.
Katherine Melchior Ray’s Bold Journey
Katherine reveals intimate details of her brand-studded career, showing how unexpected detours helped her develop resilience and reflect on perseverance, identity, and success. The three most important qualities for success? Get curious, embrace failure and nurture your relationships.
PODCASTS
Top 10 Lessons for Building a Global Brand
Values are universal, but they mean different things across cultures. The best brands in the world adapt accordingly. Clay Clark interviews Katherine in his hugely popular podcast Thrivetime.
How to Lead Brands That Translate Globally
Lacey Peace sits down with Katherine and co-author Nataly Kelly to discuss their experiences and insights from decades of building global brands, how important it is to create shared values, and why ignoring cultural context creates globalization debt.
Powerhouse CMOs on Global Branding
In the era of A.I., Katherine explains the irreplaceable value of cultural intelligence to make the invisible visible. The best brands adapt global values to local realities by listening for meaning beyond words to build trust through meaningful actions.