Francis Fukuyama says: "...The other critical component of the American brand is democracy, and the willingness of the United States to support other democracies around the world. This idealistic streak in U.S. foreign policy has been constant over the past century, from Woodrow Wilson's League of Nations through Roosevelt's Four Freedoms to Reagan's call for Mikhail Gorbachev to tear down this wall....To many people around the world, America's rhetoric about democracy sounds a lot like an excuse for furthering U.S. hegemony.....Promoting democracy—through diplomacy, aid to civil society groups, free media and the like—has never been controversial. The problem now is that by using democracy to justify the Iraq War, the Bush administration suggested to many that "democracy" was a code word for military intervention and regime change. (The chaos that ensued in Iraq didn't exactly help democracy's image either.) The Middle East in particular is a minefield for any U.S. administration, since America supports nondemocratic allies like the Saudis, and refuses to work with groups like Hamas and Hizbullah that came to power through elections. We don't have much credibility when we champion a freedom agenda. ...The American model has also been seriously tarnished by the Bush administration's use of torture. After 9/11 Americans proved distressingly ready to give up constitutional protections for the sake of security. Guantánamo Bay and the hooded prisoner at Abu Ghraib have since replaced the Statue of Liberty as symbols of America in the eyes of many non-Americans. No matter who wins the presidency a month from now, the shift into a new cycle of American and world politics will have begun. ...,The Democrats are likely to increase their majorities in the House and Senate. A huge amount of populist anger is brewing as the Wall Street meltdown spreads to Main Street. Already there is a growing consensus on the need to re-regulate many parts of the economy. ...Globally the United States will not enjoy the hegemonic position it has occupied until now, something underscored by Russia's Aug. 7 invasion of Georgia. America's ability to shape the global economy through trade pacts and the IMF and World Bank will be diminished, as will our financial resources. And in many parts of the world, American ideas, advice and even aid will be less welcome than they are now...".

Therefore Fukuyama says at the end: "... the ultimate test for the American model will be its capacity to reinvent itself once again. Good branding is not, to quote a presidential candidate, a matter of putting lipstick on a pig. It's about having the right product to sell in the first place. American democracy has its work cut out for it". So, Fukuyama speaks about good branding and about the right product to sell.  In this meaning he speaks about America, Inc. But this side of its work clearly has not been understood: it is not present in the European frontlines and is even badly translated. LE MONDE does not translate the Fukuyama quotation on what political scientist Joseph Nye has labelled soft power. ....

In conclusion, Fukuyama has been immediately translated because someone in the European media think he says that America collapsed; they have not understood that only a certain “brand” collapsed! They have not understood that a new brand is ready to be sell: Obama. He is the new GOOD BRANDING and the new RIGHT PRODUCT. Wait and see.