TWO:The Indian wars of the southwest have been made a very small side issue in our history. The men who have carried them on have gained little glory and little fame. And yet they have accomplished a big task, and accomplished it well. They have subdued an enemy many times their own number. And the enemy has had such enormous advantages, too. He has been armed, since the 70's, even better than the troops. He has been upon his own ground—a ground that was alone enough to dismay the soldier, and one that gave him food, where it gave the white man death by starvation and thirst. He knew every foot of the country, fastnesses, water holes, creeks, and strongholds over thousands of miles. The best cavalry can travel continuously but twenty-five or thirty miles a day, carrying its own rations. The Apache, stealing his stock and food as he runs, covers his fifty or seventy-five. The troops must find and follow trails that are disguised[Pg 231] with impish craft. The Apache goes where he lists, and that, as a general thing, over country where devils would fear to tread.He rode away at once after they had lunched. And Felipa went to her room, and dropped down shivering beside the little red-hot iron stove, moaning between her clenched teeth.

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.

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TWO:The commandant had sent his orderly with a note.There was a new treaty, just made to that end. It was the fiercest of all the Apache tribes, the Chiricahuas, that had hidden itself in the fastnesses of the Sierra Madre, two hundred miles south of the boundary line. Geronimo and Juh and Chato, and other chiefs of quite as bloody fame, were with him. To capture them would be very creditable success. To fail to do so would entail dire consequences, international complications perhaps, and of a certainty the scorn and abuse of all the wise men who sat in judgment afar off.

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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