How we do this in business sets the model for how we do it in global identity building.

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In his first speech as prime minister in 2011, for example, David Cameron assailed multiculturalism as a failed model and called for a more united national identity.

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Yet, underneath their model minority exterior, many have complex questions about their identity and their place in the world.

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To date the mobile industry has flirted with films with Motorola shipping its Z8 handset with The Bourne Identity and Nokia offering users of its N95 8GB model, the Spiderman 3 movie.

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