Expert Advice for Marketing Leaders on MarTech, AI, & CX
Catch the latest episodes of our award-winning podcasts for CMOs and marketing professionals, browse our martech wiki, and read the latest research and insights on AI adoption, CX, and more.
#836: Balancing marketing at a global scale with cultural intelligence with Katherine Melchior Ray
Today, we’re going to talk about a critical paradox facing modern marketers: as technology and AI make global expansion seem easier than ever, the risk of cultural missteps and brand damage has never been higher. We’ll explore why cultural intelligence is becoming the most vital, and perhaps most overlooked, asset for building brand value, and how getting it right is the key to unlocking sustainable growth in a world that is both interconnected and deeply, culturally distinct. To help me discuss this topic, I’d like to welcome, Katherine Melchior Ray, UC Berkeley, co-author of the new book, Brand Global, Adapt Local: How to Build Brand Value Across Cultures
From the creators of The Agile Brand with Greg Kihlström® podcast, and the internationally best-selling The Agile Brand Guide® series of books on marketing technology topics, we're here to give marketers information and insights to make better decisions.
Martechipedia™ Wiki
The marketing wiki with everything you need to know:
Most popular terms
Buy Online, Pick Up in Store (BOPIS)
Buy Online, Pick Up in Store (BOPIS) is a retail fulfillment model where a…
Multimedia Messaging Service (MMS)
Multimedia Messaging Service (MMS) is an enhancement of the basic Short Message Service (SMS)…
MoSCoW Method
The MoSCoW method is a prioritization technique used in project management and software development…
Search Engine Results Page (SERP)
A Search Engine Results Page (SERP) is the page that appears after a user…
Ideal Customer Profile (ICP)
An Ideal Customer Profile (ICP) is a detailed and comprehensive description of the characteristics…
History of E-Commerce
A brief history of E-commerce, from the early pre-internet foundations in the 1960s to…
Absorptive Capacity
According to a research paper written in 2004 by Susan J. Harrington and Tor…
Audience Growth Rate (AGR)
Audience Growth Rate (AGR) is the percentage increase in your total audience size over…
Tealium
Tealium is a leading Customer Data Platform (CDP) that enables businesses to unify their…
Lead Velocity Rate (LVR)
Lead Velocity Rate or LVR is a metric that measures a brand’s lead generation…
Subscriber Identity Module (SIM)
A Subscriber Identity Module (SIM) is a small electronic chip used in mobile devices…
PAN Communications
PAN Communications is an integrated marketing and public relations agency that specializes in creating…
Latest Research
The more recent insights, trends, and stats to guide your work
Animoto: Balancing AI Innovation and Human Authenticity in Enterprise Video: Insights for 2026
While AI offers unprecedented scalability and efficiency, a critical tension has emerged: how to leverage AI without sacrificing the human…
Up-to-the-Minute
Analysis & Insights from the last 48 hours
Yesterday was a day that crystallized a tension CMOs have been navigating for the past two years: the gap between what AI vendors promise and…
Yesterday’s news paints a picture that CMOs need to read carefully — not as a wave of exciting new tools, but as a set of…
Yesterday’s theme is the AI-driven disintermediation of the workflows and channels that marketing teams have spent years optimizing. Semrush rebranding around “Agentic Search Optimization” is…
More Industry News
More Articles on MarTech, AI, & Customer Experience
Expert Mode: Building a Resilient and Agile Supply Chain in 2025 and Beyond
Global events continue to disrupt supply chains, challenging brands to maintain agility and competitiveness. From geopolitical unrest to climate change,…
Expert Mode Articles
Hear from Thought Leaders About Marketing technology, CX, and Digital Transformation
Expert Mode: GEO and the New Balance of Power in the Age of AI
The conversational AI layer that is rapidly becoming the de facto starting point for information…
Expert Mode: Beyond Translation—The Nuances of Global Localization Strategy
With finite budgets and infinite possibilities, the question isn’t simply what to localize, but where…
Expert Mode: Why Your AI Strategy is Failing Before it Starts
For many enterprise marketing leaders, the reality on the ground feels less like a revolution…