Creating Branded Environments
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This document discusses creating branded environments and experiences for consumers. It covers changing consumer trends towards millennials, the convergence of retail, banking and office sectors, and strategies for differentiating brands through physical space design. Examples are provided of innovative bank branch concepts that blend retail, office and community space to engage younger customers. The focus is on inspiring and motivating customers through differentiated architectural and interior design that reflects brand values.
Creating Branded Environments
- 1. Creating Branded Environments Where people want to be! May 2014
- 2. Agenda Changing consumers Market trends Sector convergence Retail… Banks… Offices Brand Differentiation Inspire… Motivate … Engage
- 3. Who we are... Ť
- 4. .-.-đŤ'.Ť#Ť1#ĎĎĎ ĖŤ -3#1-3(.-+Ť2313#%(!Ť 1-(-%Ť Ť -Ť#2(%-Ť!.-24+3-!8 ĖŤ#Ť6.1*Ť(-Ť3'#Ť1#3(+ďŤǫ--!(+ďŤ Ť 1#+Ť#233#Ť-Ť!.1/.13#Ť2#!3.12 2 Ǚȩ -3#1-3(.-+ȩ2313#%(!ȩ 1-(-%ȩ and design consultancy Ǚȩ#ȩ6.1*ȩ(-ȩ3'#ȩ1#3(+ǒȩʰ--!(+ǒȩ real estate and corporate sectors
- 5. Ť
- 6. .-.-đŤ'.Ť#Ť.1*Ť.1ĎĎĎŤ Example 1: The latin logotype in horizontal format reversed white-out of background colour Example 2: The latin logotype in horizontal format within the exclusion area (freespace) Yeni GLOBEX BANK logosu Eski GLOBEX BANK logosu
- 7. Changing ‘Consumers’ Employers … Employees “Attracting and retaining the best people”... and the best tenant companies New Values... Lifestyles… Locations
- 8. ĖŤ Tech-savvy ĖŤ Grasp new concepts quickly ĖŤ Enjoy change ĖŤ Like personalisation customisation ĖŤ Seek stimulation, get bored easily ĖŤ Social, connected, consultative ĖŤ Caring, motivated by their mission ĖŤ Want to make the world a better place ĖŤ Major influence on baby boomers “By 2015 Millenials will be 75% of workforce and will influence 74% of buying decisions” - Deloitte Key InfluenceŤ#-#13(.-
- 9. Creating “Delight” - a first choice perception 4 Environment - Green metrics 4 Economic - Developer criteria ? Social- Workplace changes Social Environment Economic ‘The Balancing Act’
- 10. The Consumer Driven Office A new office consumer… TMT sector New occupiers… young millenials ‘Studios’ not offices Blurring of work and play work is life…life is work - Want funky locations…place that has buzz… squares, parks, restaurants, retail, hang-outs - Want authenticity…character…history - Want facilities…cycles and showers… - Want ‘value’ – flexible space, contract options, lower ‘different’ specifications
- 11. The Consumer Driven Office - Tea Building London The New ‘A’ Class Images courtesy of Derwent London
- 12. Sector Convergence RETAIL … BANKS … OFFICES... HOTELS Where you want to be … Work … Rest… Play “Life is work... work is life”
- 13. #6Ť1-!'Ť.-!#/32 lounges... hubs... mini branches... financial spas... cafes... chill out zones... community centres... play areas... supermodern... high fashion... retro... traditional... relaxing... stimulating... styled like shops... homes... conservatories... airports... nightclubs... libraries... boutiques...
- 14. -*(-%Ť.1Ť (++#-(+2 FRANK (Singapore) “A brand new way to bank”. Aimed at young tech savvy ‘Millenials Has captured over 26% of Singapore’s youth market.
- 15. 4+3(Ť'--#+Ť -3#%13(.-ŤĬŤ'#Ť//+#Ť7/#1(#-!#Ť ĖŤ Pioneered removal of EPOS terminals and introduction of handheld systems for sta to process transactions ĖŤ An entirely dierent store look and feel “Technology is better if I feel that I’m working less. If I’m not having to think or do things or work, it’s a better product.” Apple co-founder Steve Wozniak
- 16. 4+3(Ť'--#+Ť -3#%13(.-ŤĬŤ'#Ť//+#Ť7/#1(#-!# CitiBank smart banking concept ĖŤ Interactive media wall and work benches ĖŤ Touchscreen planning table ĖŤ Digital swipe service browser ĖŤ Assisted service at “360 Station ĖŤ Live video conferencing with a remote specialist
- 17. 4+3(Ť'--#+Ť -3#%13(.-ŤĬŤ'#Ť//+#Ť7/#1(#-!#Ť FNB - South Africa ĖŤ Sophisticated augmented reality app ĖŤ White walls, exposed ceiling, hard surfaces ĖŤ High tech toys in a spartan environment?
- 19. ($#238+#Ť-*2ŤĬŤ(%(3+Ť!*+2' Peoples Choice, Australia ĖŤ Bright, fresh colours ĖŤ Emphasis on relationships and face to face conversations
- 21. ($#238+#Ť-*2ŤĬŤ(%(3+Ť!*+2' Virgin Money, UK ĖŤ “Soulful” campaign with retro style illustrations. ĖŤ TV/ Piano lounge - like a hotel
- 22. Ġ1##-ġŤ-*2 Skandia Bank, Sweden “A green house concept, a place where plants grow and are nurtured.”
- 23. Brand differentiation Inspire … Motivate … Engage Kaleidescope Group M HSBC
- 25. Ə+. +Ə+ -#, 1*
- 26. Kaleidescope Business Centre “Space for Success”
- 27. Group M - Differentiated “Worlds” • Group M • MEC • Maxus • Mindshare • Mediacom 5 levels... 9,500 sq metres “Legenda Tsvetnogo” Business Centre, Moscow
- 28. Group M - Differentiated “Worlds” Challenges Strategic • Brand differentiation • Reflecting vision, values, personality Operational • Flexibility • Minimum disruption • Cost effective
- 29. Group M - KHHGTGPVKCVGF/QUEQYCIGPE[YQTMRNCEGU
- 30. GBreofuopr eM - A Bfetfeorre and after...
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- 33. Ť · Branded o!ce workplaces · To engage... to motivate... · 750 o!ces in 87 countries · Strategic global graphics concept to reflect values and attributes: open, dependable, connected · A unified look and feel adapted to suit market and cultural mindsets · For head and general o!ces, data centres, call centres New values – new environment
- 34. Ť
- 35. Creating Brand Synergy! t: +44 (0)20 7371 7522 f: +44 (0)20 7371 8351 e: info@scglondon.com www.scglondon.com