Multinational firms and their advertising agencies have long recognized the need to communicate a clear value about their brand across diverse markets, maintaining a consistent “one image, one message.” This not only serves to reinforce a global brand image but also saves creative costs. This has become even more critical as more people are exposed to advertisements of the same brand in other countries with the increase in international travel and online surfing. A campaign that varies in brand positioning from country to country will only erode brand clarity, strength and confidence. This paper seeks to identify values that can be translated into universal or regional campaigns to maximize a consistent image. Secondary research is conducted to evaluate value models to identify universal and regional values. The findings show that while there are cultural differences, fun, friends and family are the three most universal values. A fourth universal value is uncertainty avoidance or security as manifested in the need for sustainability or green marketing. The findings also show a narrowing gap in value differences between the East and the West. The paper concludes with managerial implications in operationalizing value differences, and monitoring emerging values, namely Islamic, social media and sustainability.