Creating different images.

Based on the source of desires, we can create different images or strategies to satisfy them.

A cafe that provide healthy food, peaceful env. And fluet music, decor that speak of spirituality is for one group. And a place with egoistic music, spicy and fired food, decor that speak of smoking and drinking is for another audience. Education vs entertainment.

A good image involve as many desires of a perticular group as possible.

There are some universal desires like desire of respect, which were mastered by amazon.