What is encouraging is that as an emerging business innovator South Africa is very capable of building some world-beating brands.

America's most profitable export since the end of World War 2 has been its "culture".

John Wayne, blue jeans, Marlboro cigarettes, Elvis Presley, Mickey Mouse and Coca-Cola are a few of the US's dazzling "soft power" winners that have wormed their way around the world and into the hearts, minds, and pockets of generations of devotees of Americana.

From Cairo to Kathmandu the enduring perception of America as the land "where individual dreams truly do come true", thanks almost entirely to its cultural exports, has played handsomely into that nation's favour. The benefit to the long-term prosperity of the region is far beyond what can tangibly be measured in its balance of payments account, or of any other comparable numerical metric.

Images, ideas and artefacts from "the land of the free, home of the brave" have helped the world mentally affirm the pervasive perception that America is exceptional, desirable and worthy of deference.

Whether this outcome was because of a carefully calculated strategy, or thanks to complete random chance, doesn't really matter. What is remarkable is that as a country they created considerable political, social and economic leverage...