When clients reach out their hands for particular goods, they get not only the goods, that will fulfill their desire, but also the image for that desire. Each purchase is based on desire. The image of the goods, fixed in the trade mark and implemented in the style of living of the trade mark, should evoke desire in clients and urge them to make a purchase. In this case only, the design is creative, the advertisement – market-driven, the marketing communications – successful.   © 2006 CONTEXT LTD.