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Gottfried Ottweiler
Joined: 09 Dec 2004
Posts: 2
Location: Germany, Duesseldorf
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 Posted: Thu Dec 09, 2004 6:25 am Post subject: Brandscaping - Is Corporate Architecture Part of Marketing? |
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Brandscaping - Is Corporate Architecture Part of the Marketing Strategies among US Companies?
In Europe Brandscaping developes more and more to an important instrument for differentiation of global brands by local characters, expressed with the techniques of Corporate Architecture (e.g. Prada, Chanel, Volkswagen, Mercedes). We take Corporate Architecture as an entire marketing instrument for creating Brandscapes.
This might not new for you. But how about the US-Architecture, apart from brandscapes like Disney World or Starbucks? Do you know some compelling examples or literature for brandscapes, created by Corporate Architecture as an instrument of the Marketing Mix? Thanks all in advance and have a good time!
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brandscapes - place, building & identity – Germany, Duesseldorf, Berlin and Frankfurt. Consultancy for Corporate Architecture, Brand Architecture, Corporate Communications, Shrinking Cities, Private and Public Investors. |
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phansford
Joined: 18 Apr 2004
Posts: 556
Location: SW Ohio
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| Posted: Thu Dec 09, 2004 6:41 am Post subject: |
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| About everything designed and built in the 1980's. Michael Graves Humana Building in Louisville, KY. Johnson's ATT building in NYC. The list goes on and on. Purchase any monograph of the major players from the 1980's when Post Moderism was on the rise and you will see corporate clients chasing name architecture to do their buildings. |
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JWmHarmon
Joined: 15 Apr 2004
Posts: 112
Location: Ohio
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| Posted: Thu Dec 09, 2004 11:28 am Post subject: |
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If by using the term "Brandscaping" you mean the use of recurring design elements that help to establish a coprporate identity through architecture, then you could research the Best retail store chain of the (1980's?) A recurring architecture element was the deconstruction of the wall near the entrance of the stores. Each store had an entrance that looked as if it were either falling apart or in the process of being built.
You could also research the recurring design elements of chain restaurants and motels. Bob Evans Restaurants, Planet Hollywood, Hard Rock Cafe, Wendy's, MacDonalds, Hyatt regency Hotels, and similar chains often use recurring design elements as part of the corporate identity.
Please note that the term "Brandscape" is a registered trademark for Plunkett Communications Inc., of Toronto, Canada, an advertising business: see http://www.plunkettinc.com/html/brandtrack.html |
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Architorture
millennium club
Joined: 31 Jul 2004
Posts: 1376
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| Posted: Thu Dec 09, 2004 11:08 pm Post subject: |
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there certainly is plenty of examples as demonstrated by everyone here...
who you should really be talking to are people who are involved in developing the 'real estate platform' for a corporation... there are plenty of people out there in this industry since marketing has become so important...
these people go out and decide what kind of buildings and locations are best suited to market the company |
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Donald
Joined: 16 Apr 2004
Posts: 493
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| Posted: Fri Dec 10, 2004 12:50 pm Post subject: |
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If I understand your question correctly, its Michael Graves who has taken "brandscaping" to the corporate "marketing strategy" level better and more often than any other architect today. He has been one of America's preeminent architects and designers since he founded his practice 40 years ago this year, and has raised the public's awareness of the value of good design in our everyday lives....through of all places "Target".
During his five-year partnership with Target thus far, he and his firm, Michael Graves Design Group, have designed over 800 objects that have been most popular with Target guests and architectural object collectors.
Website:
http://target.com/michaelgraves/index.jhtml |
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