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By Carles Broto

Designated descriptions, notes, plans and images of the interiors, structure and adorning of dwellings.

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For example, Yasushi needed to organize an event in Hong Kong and, since the same event had already been organized in several other countries, he planned to “cut and paste” the same style to the Hong Kong event. This called for the use of white as the overall colour of the event, with blue as the accent colour (since it was the official colour of Philips, where he worked) to provide a blue and white atmosphere. Understand Short- and Long-Term Needs 35 However when he visited Hong Kong for preparatory discussions he met an architect friend who told him that in China the combination of blue and white denoted a funeral: hardly a suitable atmosphere for his event.

Miller then worked with a larger group to help them create a shared definition of the problem. They mapped customer experiences and spent time with customers to develop “personas”. This enabled them to develop tangible improvement opportunities, which formed the basis of a brief. Miller used the brief to help Whittington select design agency TILT and service design agency Commonground to deliver the project in partnership. The two agencies ran a series of workshops looking at issues such as flexible zoning and helped participants turn ideas into full-scale cardboard prototypes, mocking up seating areas, changing the service desk’s position and making other changes to the space.

Why do we do all this? The answers to these questions then formed the company’s Brand Foundation: the brand value and belief of the company strongly rooted in its founder’s values and beliefs. This was the original sense of purpose which drove the founder to create a great business. 24 Brand Romance However one thing we noticed when we introduced this “foundation” was that people tended to take it as a new ideology and began asking for training and deployment in it. It was difficult for many of them to understand that what we were offering reflected not the way they should be but the way they actually were, that it was built upon the heritage and provenance of the company.

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