W.L. Gore & Associates has launched a global branding campaign for Gore-Tex^®. AB&C managing partner and branding expert Tom DeSanto was asked to comment on the company's goal of raising awareness worldwide.

Such a goal is an ambitious—and tricky—task for any company, even one as innovative as Gore, says Tom DeSanto, executive vice president of the Wilmington, Del., advertising, marketing and public relations firm Aloysius Butler & Clark.

"That's a difficult thing to do, because different cultures value different attributes," DeSanto says. Successful global branding identifies the places where those cultural attributes intersect, he says.

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