ONE:A dark street corner where there were no shops. Under a canopy constructed of four bamboos thatched with straw, a young man in a light-coloured dhoti was sitting on a low stool; about him were women singing. Presently one of them came forward, and dipping her fingers into three little copper pots that stood on the ground in front of the youth, she took first oil, then a green paste, and finally some perfume with which she touched seven spotsthe lad's feet, knees, shoulders, and turban. Then she wiped her fingers on the saree of the bridegroom's motherfor he was to be[Pg 252] married on the morrowwho was standing behind her son.
To achieve real change, we have to expand boundaries. Because the Wild West of what-could-be is unexplored but rife with opportunity.
TWO:In a suburb of little houses beyond a great open square stands a gatewaya monumental portico of pink sandstone inlaid with white marble, on which the texts from the Koran, in black marble, look green in the intense light.The heavy door, plated with iron, was shut. Hubbub, shouts, thumps on the wood with gun-stocksnothing stirred, no reply.
Employees and consumers. Two halves of a brand’s entirety, the whole of a brand’s audience. Sometimes these two halves have very different viewpoints, creating a weak spot in the brand story. Weakness tarnishes credibility. Brands that aren’t credible aren’t viable.
We squash weakness by designing the whole brand story. It’s crafted around the truism held by employees and consumers to create an experience that connects from the inside out.
By being true to the brand we represent, we elevate the audiences’ relationship to it. Like becomes love becomes a passion. Passion becomes advocacy. And we see the brand blossom from within, creating a whole story the audience embraces. That’s when the brand can truly flex its muscles.
TWO:The Maharajah of Benares sent his carriage this morning to take me to him. We went to the Ganges, where a palankin was in waiting to carry me across the narrow strip of sand between the road and the boat, escorted by a worthy who held a tall red umbrella, fringed with gold, over my head.On our way back to the hotel, in a park through which we had to pass, we suddenly heard overhead a shrill outcry proceeding from a banyan tree to which a number of vampires had hung themselves up. Clinging together side by side, like black rags, and hardly visible in the thick foliage, the creatures formed a sort of living bunch, creeping, swaying, and all uttering the same harsh, monotonous, incessant cry.
ONE:This cell is as dark as a cellar, barbarously squalid. But to all our questions the moollah who was our guide only replied:After passing the temples and tombs that surround the Khoutab, the town of ruins lies scattered over the plain of pale sand and withered herbage.
To develop a deeper and more meaningful connection with consumers, we believe design must invite them to take part in the conversation.
ONE:The scenery was preposterous: red and green flowers growing on violet boughs, with forests in the background of pink and yellow trees; perspective views of streets, in which the houses were climbing over each other, and finally a purple cavern under a brilliant yellow sky.
From the purely practical to the richly philosophical, design is the solution to a host of challenges.
ONE:The country was nowhere deserted. Labourers in the rice-fields were transplanting the young seedlings or watering the taller growth that waved in delicate transparent verdure. Or again, there were the watchers perched on their platforms in the middle of the fields; fishermen pushing little nets before them, fastened to triangular frames, or grubbing in the mud in search of shell-fishsmall freshwater mussels, which they carried away in clay jars of Etruscan form. A motley crowd, with animated and graceful gesticulations; the women red or white figures in fluttering sarees, with flowers in their hair, and a few glittering bangles on their arms; the children quite naked, with bead necklaces and queer charms of lead or wood in their ears or their nose; the men slender and active, wearing light-coloured turbans made of yards on yards of twisted muslin, their brown skin hidden only by the langouti or loin-cloth.
There’s more to design than meets the eye. It’s when it meets the heart that design creates a meaningful, lasting connection with the audience.
ONE:The music played louder, light flashed out on all sides, the god stood still, and bayadres performed their worship. With slow gestures, their hands first hollowed and held to the brow, then their arms flung out, they bowed before the idol with a snake-like, gliding motion, while the music played very softly and the lights burnt faintly. The nauchnees, in dark muslin drapery spangled with gold, bangles on their arms, their necks, and their ankles, and rings on their toes, swayed as they danced, and swung long, light garlands of flowers which hung about their necks. And there were flowers in their hair, in a bunch on each side of the head, above two gold plates from which hung strings of beads. The flying, impalpable gauze looked like a swirl of mist about their limbs.

FORE:In the coppersmiths' street was a booth that seemed to be a school of art, where little fellows of seven or eight were engraving platters and pots with the decision of practised craftsmen.Three musicians in white, with red turbans, squatted down on the ground in front of us. One sang to the accompaniment of a viol with three strings and nine frets, and a darboukha; a drawling strain, all on the upper notes, and rising higher to a shrill monotonous wail, retarded, as it were, to a rhythm against the accompaniment; then by degrees more lively, faster and faster, ending with a sudden stop on a word of guttural consonants. But the man began again; he sang for a long time, varying the tunes, always returning to the first. But nothing of them remains in my mind, not even the rhythm, only a vague recollection, a singular echo, confused but [Pg 67]charming, in spite of the weirdness of the too high pitch.
Published Aug 30.
TWO:More temples, each more stupendous than the[Pg 41] last, and more halls hewn in the rifts of the hills, and over them monks' cells perched on little columns, which at such a height look no thicker than threads.
Armed with insight, we embark on designing the right brand experience that engages the audience. It encompasses both the strategic direction and creative execution that solves a business problem and brings the brand to life.
In the create phase, the big idea is unleashed to the world through different media touchpoints. This is when we watch the audience fall in love all over again with our client’s brand.
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FORE:From the broad steps on the shore other narrower flights lead to archways and porticoes, or zigzag up to the lanes that make a gap of distant blackness in the light-hued mass of palaces and embankments.
Published Aug 28.
TWO:
Armed with insight, we embark on designing the right brand experience that engages the audience. It encompasses both the strategic direction and creative execution that solves a business problem and brings the brand to life.
In the create phase, the big idea is unleashed to the world through different media touchpoints. This is when we watch the audience fall in love all over again with our client’s brand.
Read More
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More and yet more temples, seen through the mist of weariness, the nightmare of grimacing idols, the heavy vapour of the incense burnt in every chapel, and of the flowers brought by the pilgrims. A dark red pagoda, lighted by a mysterious blue gleam falling intermittently from somewhere in the roof, enshrined a white marble god, whose glittering gems seemed to rise and fall behind the cloud of perfume that floated about him.
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