Brands are a child of industrial society. They were developed to provide orientation in a new era in which numerous products and goods could easily be confused. A brand is supposed to signify a clearly marked territory. And, the fact that the brand gained its importance in the industrial society seems to make it inseparable from material commodities. It is connected to goods, products and hardware. Goods and products were the visible proof that the brand was still alive. It existed because its sign was recognized and its beneficial use was appreciated. But, what happens to this visibility when today most things are replaced by ideas and knowledge, by services and processes? We can best describe brand and how these brands survive by using pictures from theology. Brands function in the knowledge society like religion. We see nothing when brands sell knowledge goods. In religions, we do not see the beings that they are all about, either. But, we see churches, priests, ritual objects. People tend to believe only what they can see. Like in religion storytelling is a central tool in interior architecture designs. The staging of real-life brand stories and imagined ones increase consumer loyalty. Scenically designed brand environments today are not only the subject of objects which are exhibited in the classical way in display cabinets, or, that can be experienced in a more modern way, namely, interactively. Many public and private brand environments try to convey intangibles: from social problems or challenges to company philosophies or brand values. Successful communication in spaces has the primary objective of reaching the emotional state of fascination. All of the scenic, dramaturgical, surprising and emotionalizing elements of communication ensure the necessary interaction between human beings and the brand. Interaction provides the visitor with the opportunity of experiencing something new. Quenching the thirst for knowledge. Communication in spaces is perhaps the most efficient from of branding. The positive internal part of the brand must be made outwardly visible. Design as “walkable” identity in the form of branding space with all of
its expressive qualities presents a singular opportunity to influence the brand in a positive way.
Sandra Scalici & Mark N. Phillips