At the start of the millennium, global software giant SAP AG had an identity crisis. Years of neglect combined with inconsistent messages distributed worldwide through locally produced advertising campaigns led to a weak brand image at a time when competition was heating up. Acknowledging the problem, company leaders hired a global chief marketing officer from the consumer products industry to create a consistent and relevant global brand image. The resulting multi-year effort involving – among other things – customer and employee research, a global advertising agency, brand champions located worldwide, and a marketing communications toolkit and intranet resource for local use, had spectacular results. Six years after starting the re-branding effort, the company’s profit grew by more than 200 percent. It is a testament to the power of effective global communication in today’s seemingly borderless world.