EMPATHY & CONNECTION

TMC (The Memory Company) is aligned to the cause of helping brands be more self-aware, empathetic, loyal endorsements and a legacy. Empathy is how brands understand a customer’s journey, needs and wants and empathy-led strategy lead to greater customer relationships – It is those relationships that will drive the results and advocacy for your business. Great brands pay attention to people, not just products and how you will be perceived and believed cannot be left to hope – Hope is not a strategy.

Employing a proven unconventional process, empathy is also how we at TMC help you discover who you are and what will connect and align you to customers and them to you. We listen, and diagnose pain-points that keep you up at night, do-away with buzz words and clarify your brand’s focus on intention and messaging. Our in-depth experience with empathy, strategy and design helps us show you the whole brand picture. With a self-aware and precise route to people’s hearts you can swiftly raise your brand profile into exemplified success, no matter what platforms you are on,  even better, you will have a fascinating story to live.

We look forward to listening to you.

Photograph by Anusha Yadav

TMC’s diverse professional networks across an exhaustive set of disciplines offers us the flexibility to partner with and learn from expertise required for specific brand objectives. Plus they keep us updated on news and insights about new cultures, future customers, innovations, and unfamiliar market dispositions.

A successful brand has two champions, a legacy and advocates. We employ a proven unconventional process to have brands embody their core values, and stand tall in a globally competitive and scrutinising environment.

PRINCIPAL /OWNER, THE MEMORY COMPANY

ANUSHA YADAV

I was born in London, and brought up between UK, USA and India, in a family that celebrated creative and cultural curiosity. In the late 90s a speech by Verghese Kurien (Chairman, Amul Foods) at NID, my design school, formed my philosophy to a creative practice; “Strategic designers”, he said, “are the best brand problem solvers, like doctors, because only the best doctors know how to solve complex problems. Above all, they care.” After graduation, I worked with leading advertising and design houses, establishing strategic  visual vocabularies and solving marketing conundrums. I also loved fussing over precision of output. Strategy and precise aesthetics share a non-negotiable relationship, and if one fails, the other topples over. 26 years + hundreds of projects later, I am deeply invested in helping businesses become admired beings that emotionally connect with their audiences and have them return over and over.

What motivates me in my quest to impactful solutions is ‘Curiosity’. I assume nothing and ask a lot of questions, I notice things others miss and discover insights and patterns. (In another life, I would have made the best intelligence operative). I am interested in an exhaustive range of subjects (listed below) that educate me about the world, its needs and wants. The more inputs there are, the more dots I connect to inform my concepts about life, relationships, cultures and affiliations. Hence, a multi-disciplinary career (strategic branding, design, photography, archive) was and is inevitable – when a good idea knocks, I see it as a responsibility to see it out in the world.

Whether it is the longest running campaign for an automobile company, a pioneering digital idea within the global cultural space, India’s first exhibition history publication, or portraits of India’s independent women and the beauty in queer men  – these unconventional ideas were missions to connect with audiences, and increase engagement; and each has resulted in positive and profitable consequences. One of my most joyful brand creations has been founding and serving Indian Memory Project – the world’s first online archival project that traces the history of the subcontinent via images in personal archives. The multi-award winning archive is now included in national & international university syllabi and is one of the most exemplary and admired archives around. There is no better reward than an audience’s trust.

Over two decades I have formed lasting relationships with peers, mentors, clients and expert professional networks across disciplines – It is this expertise I learn and collaborate with and recommend to my clients- good people and ideas, both must be shared. When invited to speak around the globe, I share insights on strategic creative and cultural ideas, communication design and the power of visuals. I thrive on conjuring pragmatic and logical concepts that make brands desirable and a connection that audiences return to. I am excited to facilitate the same for your brand.

ACCOLADES

2014  Innovator of the Year
India Today Women’s Summit

2013  Honorary Mention
Prix Ars Electronica, Austria
International Award for excellence in Cyber Arts

2013  Winner – Online Influencer
L’Oreal Paris Femina Achievers Award

If you’d like to see Anusha’s exclusive and commissioned photography work, please visit anushayadav.com

"All subjects belong to one subject." - John F. Cash, Mathematician

SUBJECTS OF ENGROSSING INTERESTS

Lateral Thinking | Mythology | Occult | Popular Culture | Contemporary Arts

Human Behaviour | Environmental Studies |
Animal Care | Ancient Sciences | Anthropology

Science | Philosophy | Technology | World History | Literature | Creative Writing

Performing Arts | Cinema | Archival Research | Marketing Studies | Art History | Cartography

World Politics | Criminology | Digital Games | Humor & Comedy | Food & Fitness | Music