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Explaining the differences between the sexes, especially if you are a man, is like playing with a loaded gun. Advances in neuroscience means attributing these differences to our brains being wired differently is both socially acceptable and good business.

The financial world does not have the greatest of reputations. Reckless behaviour frequently plastered all over the tabloid press, while the broad sheets analyse complex derivative trades gone sour. All the usual soap boxes blame 'men behaving badly'.

Wimbledon and Rolls Royce all conjure up great Britishness, while Hermès is part of the Paris luxe brand and Ferrari embodies la dolce vita Italiana. Nations too have brands; think Swiss precision, or the vivacity of the samba and soccer in Brazil.