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Creating the Delight Factor (workplace branding)

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How to achieve true sustainability through commercial success. Workplace branding case studies HSBC (worldwide) and Integral Business Center (Russia)

How to achieve true sustainability through commercial success. Workplace branding case studies HSBC (worldwide) and Integral Business Center (Russia)

Published in: Business, Design

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  • 1. - Achieving True Sustainability throughCommercial Success- A brand consultant’s view on the World Green BuildingCouncil’s report – The Business Case for Green BuildingCreating the‘Delight’ FactorMay 2013
  • 2. Some workplace destination brands:Бизнес-центр_фойеВход в кафеSCG LondonSCG London
  • 3. Creating the ‘Delight’ FactorCreating the ‘Delight’ FactorEngaging hearts and mindscorporate values and inspiring themesSustainability definitionsWGBC report ‘the green professionals’ viewCreating ‘Delight’First choice perception - office branding
  • 4. Sustainability definitions: ‘the three pillars’Sustainability definitions: ‘the three pillars’‘the balancing act’SustainabilitySocialEconomicEnvironment
  • 5. …cost and benefits fordevelopers, investors andoccupantsGreen building makes goodbusiness sense…World Green Building Council ReportWorld Green Building Council ReportEXECUTIVESUMMARY
  • 6. The Business Case for Green BuildingThe Business Case for Green BuildingDesign and construction costAsset valueOperating costWorkplace Productivity and HealthRisk mitigationScaling up from green buildings to green citiesEXECUTIVESUMMARY
  • 7. The Business Case for Green BuildingThe Business Case for Green BuildingDesign and construction costAsset valueOperating costWorkplace Productivity and HealthRisk mitigationScaling up from green buildings to green citiesEXECUTIVESUMMARY
  • 8. Where is the consumer?Where is the consumer?DEVELOPERWhy would I wantto build this green building?TENANTWhy would I wantto lease this green building?OWNERWhy would I wantto own this green building?slowerdepreciationrapid returnon investmentcorporate imageand prestige valuelower operatingcostslower refurbishmentcostslower maintenancecostsincreasedproductivityhealth andwell-beingreduceddowntimelowertransactionfeescompliance withlegislation andCSR requirementsability tosecurelower design andconstruction costshigher salespriceincreased marketvalueincreased occupancyratesreduced vacanciesquicker saleslower exityieldEXECUTIVESUMMARYEXECUTIVESUMMARY
  • 9. Physical and emotional functionsVitruvius - Roman architectDe architecturaEnjoymentand beauty‘Firmness’ ‘Commodity’ ‘Delight’Utility andfunctionStrength andstability3 Qualities of ArchitectureWhat is good architecture?What is good architecture?
  • 10. Physical and emotional functionsVitruvius - Roman architectDe architecturaEnjoymentand beauty‘Firmness’ ‘Commodity’ ‘Delight’Utility andfunctionStrength andstability3 Qualities of ArchitectureWhat is good architecture?What is good architecture?
  • 11. Creating Delight-a first-choice perceptionCreating Delight-a first-choice perceptionENVIRONMENT - green metricsECONOMIC - developer criteriaSOCIAL - workplace changes‘THE BALANCING ACT’SustainabilitySocialEconomicEnvironment
  • 12. Assessments and certifications measure:Environmental impactEnergy useCarbon neutralitySustainable materialsProductsSystemsWasteWater self-sufficiencyOperational costsEcologyPollutionTransport…...Environment - Green metricsEnvironment - Green metrics‘THE BALANCING ACT’SustainabilitySocialEconomicEnvironment
  • 13. Assessments and certifications measure:Environmental impactEnergy useCarbon neutralitySustainable materialsProductsSystemsWasteWater self-sufficiencyOperational costsEcologyPollutionTransport…...Environment - Green metricsEnvironment - Green metrics‘THE BALANCING ACT’SustainabilitySocialEconomicEnvironmenthappiness andwellbeingChallenge - metrics for‘happiness’ and wellbeing?
  • 14. Developer criteria – ROI!EconomicEconomicAnticipating commercial marketsupply/demandMarket dynamics – occupants…location… user density… adaptabilityDesign/construction/management/operational costsBuild… convert… refurbishFuture-proofing… fit for purpose…loose fit‘THE BALANCING ACT’SustainabilitySocialEconomicEnvironment
  • 15. Developer criteria – ROI!EconomicEconomicAnticipating commercial marketsupply/demandMarket dynamics – occupants…location… user density… adaptabilityDesign/construction/management/operational costsBuild… convert… refurbishFuture-proofing… fit for purpose…loose fit‘THE BALANCING ACT’SustainabilitySocialEconomicEnvironmentChallenge - consumer-centric?
  • 16. ‘Workplace’ – concept changesWhere people want to beSocialSocialNew occupiers… new values…New demands… new locations…Younger, quicker, cooler, fasterWhite-collar factories Creative hubs
  • 17. - Achieving community engagement- Attracting and retaining the best people…‘Workplace’ – concept changesWhere people want to beSocialSocialNew occupiers… new values…New demands… new locations…Younger, quicker, cooler, fasterWhite-collar factories Creative hubsChallenge - ‘The war for talent’
  • 18. The Consumer - Driven officeSocialSocialA new office consumer… TMT sectorNew occupiers… young millenials‘Studios’ not officesBlurring 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
  • 19. Offices are a consumer – not investor – productSocialSocialFit for purpose – emotional and physicalneeds…Consumer not investor-ledDeveloper challenge: providingadaptability, exit strategies, diversity,plugins to shellsOffices that encourage connectivityand interaction‘Space hacking’Virtual and physical interactions
  • 20. Office Branding – image and reputationCreating ‘Delight’Creating ‘Delight’What it says about the tenants and employeesTheir real estate and environments expresstheir values…What it says about them…Defines your business character and profile
  • 21. What is your added-value proposition?Office BrandingOffice BrandingThe vital touchpoint for visitors and staff!The brand experience that creates and reflects theinternal brand culture of the companyDoes it engage... inspire… motivate… facilitateand encourage best performance and efficiency?
  • 22. Two case studiesWorldwide offices Moscow business centreCorporatevaluesInspiringthemesEngaging Hearts and MindsEngaging Hearts and Minds
  • 23. Global network 760 offices in 81 countriesand territories.Challenge - to use work environments tocommunicate the group values to create a globalintegrated culture.- To create design standards that could reflect andadapt to the local culture and mindsets- To be easily implemented and cost effectiveHSBCHSBC
  • 24. Global head office/workplace strategyOpenConnectedDependableOrganisationAttributesInternalCommunicationsMarketingRecruitmentCorporateSustainabilityCustomerRelationshipHSBC Workplace GraphicsHSBC Workplace GraphicsEmployeeEngagementPerformanceManagement
  • 25. Guidelines to Engage and InspireGuidelines to Engage and Inspire
  • 26. Integral - Business CentreIntegral - Business Centre“Where people and technology cometogether”
  • 27. Scientific facts and imagery...Contemporary...Innovative...ConnectivityIntegral - Brand inspirationIntegral - Brand inspiration
  • 28. Integral - Brand signatures... imageryIntegral - Brand signatures... imagery
  • 29. Rational“Operational advantage”- Cost and Time effective- Flexible... Adaptable- “Green Metrics”Emotional“Brand equity”- Image and Reputation enhancement- Engaging and InspiringWinning hearts and Minds=“Real Sustainability = Real Branding”Creating places where you want to be!Creating Delight Added ValuesCreating Delight Added Values
  • 30. Thank you!SCG London8 Plato Place72-74 St Dionis RoadLondonSW6 4TU +44 (0) 20 7371 7522a differentkind ofbrand designconsultancy.