Today the significant opportunity in brand building is to maximize one idea across the globe, to create an inspirational rallying cry for a global consumer movement. It isn’t easy to communicate across different cultures and countries while having one overall brand that really makes an impact.The digital revolution is about getting people to love your brand, no matter where they are in the world.

Few Americans know, or much care, about the opinions foreigners hold of the United States. This was displayed during the ignorant and solipsistic debate over when or whether the United States will pay its debts, which concluded Tuesday with a promise that it will soon be renewed.

Both in China and abroad, Li has the potential to transcend her sport. Her treatment after winning the French Open expedited her elevation to the status of a National figure in China. But more than Party endorsement, Li is an icon with a peculiar ability to touch to both eastern and western audiences. Finally China has a true soft-power icon.

Xinhua, the news agency run by Chinese government, joined Time Square’s glowing pantheon of corporate iconography Monday, taking the second-highest position in a tower of flashing displays for Prudential, Coca-Cola, Samsung and Hyundai.For Xinhua, the billboard highlights its shift into more visible position in New York’s media landscape.

Americans' confident belief in the uniqueness, yes the exceptionalism, of their country, rested on an essential faith in liberty, and individualism and anti-statism at home, and in the power of our example, and muscle now and then, in foreign lands. Mr. Obama is ill-at-ease with that worldview. Our country has had pessimism on offer and has invariably rejected it.

Dainius Rutkauskas came up with a novel way of rebranding his little country. Lietuvos Kvapas is Lithuania's "national perfume" ...Developed by Rutkauskas and two other Lithuanian entrepreneurs and produced by the French perfumery Galimard, Lietuvos Kvapas – literally, "the scent of Lithuania" – is an attempt to create a positive national brand.