TheSquare Episode 14 · Branding in the Virtual & Real World · w/ Paige Terrell & Eric Thoelke

In this episode of TheSquare Emily Strain joins Paige Terrell, Director of Corgan’s Branded Environments practice, and Eric Thoelke, founder and president of TOKY design to explore what brand means for companies and why it’s important to their success. What if there was no logo? What if there were no company colors? Paige and Eric are charged with helping clients articulate what makes them unique — looking beyond a website, company collateral, and those things that are often immediately associated with a brand and tapping instead into the power of the physical space as a single but powerful touchpoint within the larger brand strategy. Aligning the design of an office, school campus, or even a hospital with its core identity, branded environments explore what the physical space can say about an organization, the experiences and emotions it creates for the people that move through it, the unifying culture it establishes, and its potential to transform public perception. Even through the great experiment of 2020 where we can work from anywhere and learn remotely, there is no such thing as not having a brand. Rather, our new normal has created a greater demand for places to come together and celebrate our unifying brand and culture. Paige and Eric share the single most important ingredient to branding success while also probing the evolved value of brand and place to discover new ways to create buy-in, continuity, and a sense of belonging that starts with the physical environment but lives past a single point in time or place. 

 

#Branding #VirtualBranding #EnvironmentalBranding

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Video Produced by: Corgan

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