Our job for Betty was the same as for the Dough-Boy: take the equities of Betty Crocker and make sure they came to life in over 40 countries around the world, sensitive to subtle strategic changes and the nuances of local cultures. Imagine this: What does Betty Crocker “look like” in a dominant-Muslim land? Does she wear a burqa? Or does she look like the All-American Mom? The answer is neither.