The puzzle that needs to be solved when thinking about establishing a next generation challenger brand, as Eat Big Fish say, is how do you adopt this approach without coming across as too aggressive towards the establishment?

FORBES: The Next Generation Brand

How do you incentivize these other Asian countries who have this incredible growth to sort of say, okay, now we want to do some trade deals with the United States that might slow our growth and help the United States?

WHITEHOUSE: Briefing by Deputy Press Secretary Josh Earnest