Dabur is an Indian beauty brand with a rich local pedigree. It has a nuanced understanding of a strong cultural stream in Indian thought – Ayurveda – a system evolved over millennia relating to the continent’s unique therapies and herbal compounds. This isn’t just heritage positioning, it is a modern brand connecting well culturally through vivid, creative, rich stories about ingredients, responsive communications, and a utility portal to showcase beauty videos. Dabur uses these deep, local roots to protect against international competition. Of all the Chinese companies, the one that has committed the most seriously and successfully to branding in the digital age has been Huawei. A client meeting at Huawei’s headquarters in Shenzhen is unlike any other. It’s not the sheer scale of the multi-building campus (housing nearly 60,000 people, most of whom look like students); nor the Babylonian feel of the building where visitors come to be wowed by the Huawei experience; nor the frisson of realizing that all this has come about in just 25 years or so. Rather it is the sheer gutsy energy of the meetings, the sense that everything is impelled by a missionary, yet at the same time, very pragmatic, zeal.