Current worldwide concerns about developing countries poverty, diseases, the debt burden and less than fair trade practices by the developed world, on one hand and good news democratic and economic successes by some developing countries on the other hand are also fuelling pressure on the developed world to open their markets and also mitigate their standpoint towards the developing world. AGOA (Africa Growth and Opportunity Act) is one example of an affirmative action to help African exports to the US. This is the time for the owners of the truly national brands to leverage the power they hold over the imagination of the world’s richest consumers and now is the time developing countries can redeem some of the money they have paid to rich countries for their brands over the past century.