I have recently returned from a trip to China. I was there to conduct a market audit for an International brand with Western heritage to work out how to build its appeal with a changing Chinese consumer.

As has widely been discussed and rightfully recognised, China has established itself as the new super power. This shift in leadership from the West has got me pondering - in ten years time will we all be sitting here at our Lenovo computers, sending texts via China Mobile before heading out with friends to share a Tsingtao beer?

The logic I am following is that we have for some time all been buying into the American Dream which has been the foundation of many successful brands. As America created itself as the global leader we all wanted to share in their glory by associating ourselves with their home grown brands - from Levi jeans and Nike trainers to Apple Macs and Google searches.

So the challenge that I keep coming back to is: what is the dream that China will be able to sell to the world? How are they going to successfully and legitimately market their national brands to create a universal appeal to a global audience?