Branding is one of the most common concepts in marketing, but it's also one of the hardest to define. And when you consider branding from a global perspective, it's even far more complex. In fact, there is no universal approach you can take to guarantee a successful global branding strategy. But the value and importance of a company's brand reputation--and its local voice, no matter where it's heard--are more than worth the effort involved in building a strong worldwide brand. Join Renato and Michael as they discuss ways global branding has changed in recent years--and ways it's also returned to its roots.