A new corporate image campaign for Huawei, the Chinese telecom giant, shows an African man trapping fish with a handmade basket. What does that have to do with high-tech Huawei, builder of network equipment and smartphones?
The idea comes from Ren Zhengfei, the engineer who founded Huawei in 1987 and more recently became engrossed by a TV documentary about villagers with a generations-old system of trapping fish in Congo River rapids. Mr. Ren identified with them. "He saw a lot of parallels with Huawei, in terms of focus and trying to achieve a target," said Roland Sladek, VP-international media affairs at Huawei.
Privately held Huawei has been trying harder to explain what it stands for to consumers globally as it gains traction as a consumer brand through its booming smartphone business. (In the U.S., the Chinese company's ambitions for its mainstay networking equipment business were curtailed because of lawmakers' concerns over national security, but it's still selling smartphones.)
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