TWO:Even the idea of public utility as the final test and standard of morality is derived from Beccaria, and the famous expression, the greatest happiness of the greatest number, occurs, in capital letters, in the very first page of the Delitti e delle Pene.[30] Bentham himself fully acknowledged this. Priestley was the first, he says, unless it was Beccaria, who taught my lips to pronounce this sacred truth: that the[47] greatest happiness of the greatest number is the foundation of morals and happiness. And with reference to his idea of the measurable value of different pains and pleasures, he says: It was from Beccarias little treatise on Crimes and Punishments that I drew, as I well remember, the first hint of this principle, by which the precision and clearness and incontestableness of mathematical calculations are introduced for the first time into the field of morals.
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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