Scramble for brands Magnetism of brands… Brands build nation/states…3rd world to 1st world Abu Dhabi $500 million for Louvre…$200 million/year $150 million for Guggenheim Museum $80 million for San Diego Zoo Dubai $150 million for Harvard Medical School $45 million for ‘Tiger Woods’ China…relies on outside brands…not building their own The best brand-building opportunity in the world today