- Achieving True Sustainability throughCommercial Success- A brand consultant’s view on the World Green BuildingCouncil’s ...
Some workplace destination brands:Бизнес-центр_фойеВход в кафеSCG LondonSCG London
Creating the ‘Delight’ FactorCreating the ‘Delight’ FactorEngaging hearts and mindscorporate values and inspiring themesSu...
Sustainability definitions: ‘the three pillars’Sustainability definitions: ‘the three pillars’‘the balancing act’Sustainab...
…cost and benefits fordevelopers, investors andoccupantsGreen building makes goodbusiness sense…World Green Building Counc...
The Business Case for Green BuildingThe Business Case for Green BuildingDesign and construction costAsset valueOperating c...
The Business Case for Green BuildingThe Business Case for Green BuildingDesign and construction costAsset valueOperating c...
Where is the consumer?Where is the consumer?DEVELOPERWhy would I wantto build this green building?TENANTWhy would I wantto...
Physical and emotional functionsVitruvius - Roman architectDe architecturaEnjoymentand beauty‘Firmness’ ‘Commodity’ ‘Delig...
Physical and emotional functionsVitruvius - Roman architectDe architecturaEnjoymentand beauty‘Firmness’ ‘Commodity’ ‘Delig...
Creating Delight-a first-choice perceptionCreating Delight-a first-choice perceptionENVIRONMENT - green metricsECONOMIC - ...
Assessments and certifications measure:Environmental impactEnergy useCarbon neutralitySustainable materialsProductsSystems...
Assessments and certifications measure:Environmental impactEnergy useCarbon neutralitySustainable materialsProductsSystems...
Developer criteria – ROI!EconomicEconomicAnticipating commercial marketsupply/demandMarket dynamics – occupants…location… ...
Developer criteria – ROI!EconomicEconomicAnticipating commercial marketsupply/demandMarket dynamics – occupants…location… ...
‘Workplace’ – concept changesWhere people want to beSocialSocialNew occupiers… new values…New demands… new locations…Young...
- Achieving community engagement- Attracting and retaining the best people…‘Workplace’ – concept changesWhere people want ...
The Consumer - Driven officeSocialSocialA new office consumer… TMT sectorNew occupiers… young millenials‘Studios’ not offi...
Offices are a consumer – not investor – productSocialSocialFit for purpose – emotional and physicalneeds…Consumer not inve...
Office Branding – image and reputationCreating ‘Delight’Creating ‘Delight’What it says about the tenants and employeesThei...
What is your added-value proposition?Office BrandingOffice BrandingThe vital touchpoint for visitors and staff!The brand e...
Two case studiesWorldwide offices Moscow business centreCorporatevaluesInspiringthemesEngaging Hearts and MindsEngaging He...
Global network 760 offices in 81 countriesand territories.Challenge - to use work environments tocommunicate the group val...
Global head office/workplace strategyOpenConnectedDependableOrganisationAttributesInternalCommunicationsMarketingRecruitme...
Guidelines to Engage and InspireGuidelines to Engage and Inspire
Integral - Business CentreIntegral - Business Centre“Where people and technology cometogether”
Scientific facts and imagery...Contemporary...Innovative...ConnectivityIntegral - Brand inspirationIntegral - Brand inspir...
Integral - Brand signatures... imageryIntegral - Brand signatures... imagery
Rational“Operational advantage”- Cost and Time effective- Flexible... Adaptable- “Green Metrics”Emotional“Brand equity”- I...
Thank you!SCG London8 Plato Place72-74 St Dionis RoadLondonSW6 4TU	+44 (0) 20 7371 7522a differentkind ofbrand designconsu...
Creating the Delight Factor (workplace branding)
Creating the Delight Factor (workplace branding)
Creating the Delight Factor (workplace branding)
Creating the Delight Factor (workplace branding)
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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)

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Creating the Delight Factor (workplace branding)

  1. 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. 2. Some workplace destination brands:Бизнес-центр_фойеВход в кафеSCG LondonSCG London
  3. 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. 4. Sustainability definitions: ‘the three pillars’Sustainability definitions: ‘the three pillars’‘the balancing act’SustainabilitySocialEconomicEnvironment
  5. 5. …cost and benefits fordevelopers, investors andoccupantsGreen building makes goodbusiness sense…World Green Building Council ReportWorld Green Building Council ReportEXECUTIVESUMMARY
  6. 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. 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. 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. 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. 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. 11. Creating Delight-a first-choice perceptionCreating Delight-a first-choice perceptionENVIRONMENT - green metricsECONOMIC - developer criteriaSOCIAL - workplace changes‘THE BALANCING ACT’SustainabilitySocialEconomicEnvironment
  12. 12. Assessments and certifications measure:Environmental impactEnergy useCarbon neutralitySustainable materialsProductsSystemsWasteWater self-sufficiencyOperational costsEcologyPollutionTransport…...Environment - Green metricsEnvironment - Green metrics‘THE BALANCING ACT’SustainabilitySocialEconomicEnvironment
  13. 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. 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. 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. 16. ‘Workplace’ – concept changesWhere people want to beSocialSocialNew occupiers… new values…New demands… new locations…Younger, quicker, cooler, fasterWhite-collar factories Creative hubs
  17. 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. 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. 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. 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. 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. 22. Two case studiesWorldwide offices Moscow business centreCorporatevaluesInspiringthemesEngaging Hearts and MindsEngaging Hearts and Minds
  23. 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. 24. Global head office/workplace strategyOpenConnectedDependableOrganisationAttributesInternalCommunicationsMarketingRecruitmentCorporateSustainabilityCustomerRelationshipHSBC Workplace GraphicsHSBC Workplace GraphicsEmployeeEngagementPerformanceManagement
  25. 25. Guidelines to Engage and InspireGuidelines to Engage and Inspire
  26. 26. Integral - Business CentreIntegral - Business Centre“Where people and technology cometogether”
  27. 27. Scientific facts and imagery...Contemporary...Innovative...ConnectivityIntegral - Brand inspirationIntegral - Brand inspiration
  28. 28. Integral - Brand signatures... imageryIntegral - Brand signatures... imagery
  29. 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. 30. Thank you!SCG London8 Plato Place72-74 St Dionis RoadLondonSW6 4TU +44 (0) 20 7371 7522a differentkind ofbrand designconsultancy.

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