Using Space as a Medium for the Message
With a distinct brand image, companies can break free from the me-too morass that bogs down so many product and service categories, staking their claim to a firm market position competitors can't approach. While many companies look at brand building as a marketing challenge alone, others realize they have to live their brand, not just promote it. And the surest way to do that is by weaving brand building throughout the entire organization--even the office environment. Think of it as 3-D branding, the idea that physical space can be a critical medium for communicating the message.