This chapter is a first-person experience of how brand development in Asia evolved from 2000-2006. It is drawn from the perspective of a European marketing executive during extended business tenure of six years. Great brands are able to strengthen existing human desire and with it, human ego. However, meaningful brands are able to transcend the human ego behind the brand concept. Meaningful brands have two goals: they aim to make people feel better about themselves and they aim to make the world a better place. The development and maintenance of meaningful brands though allows a company to go through its corporate life in a graceful, successful, and rewarding fashion. The chapter talks about a story the Lady from Hanoi that reveals why there is a place in the world for the meaningful brand. The story begins with the idea that brands are everywhere and indeed can be construed as part of a person.