Experiential branding focuses on creating places where people want to be through memorable and engaging experiences. The document discusses transforming sterile sites such as shopping centers, workplaces, and offices into differentiated destinations through place branding. Examples are given of transforming identical office spaces into unique environments that reflect the values of different companies to create strategic and operational advantages for those workplaces.

1. Experiential Branding
Challenges…
Creating places where
people want to be
Clive Woodger

2. Who we are!
• International strategic branding and design
consultancy
• We work in the retail, financial, real estate and
corporate sectors

3. Place branding experience
Creating places where people want to be
Nation…Region…City…District…Address…Centre…Workplace…Home

4. Shopping Centres - creating a wow
experience…again and again…

5. Transforming a sterile site
into a first choice place to be
Before we started…

6. Creating an exceptional
place brand experience
…and a first choice destination

7. Delivering the promise…
The Kaleidoscope experience

8. Workplace experiences that
engage…motivate…inspire
…and enhance performance

9. Transformation of 5 identical, sterile
office spaces…
creating differentiated worlds
• Group M: “natural harmony”
• MEC: “active engagement”
• Maxus: “colour & connectivity”
• Mindshare: “imagination & technology”
• Mediacom: “accent on collaboration”

10. Transforming the workplace
experience
After
Strategic and operational advantage
Before

11. Creating a differentiated
experience

12. Developing the brand idea
as an environment

13. Reflecting the values…originality,
provocation and interaction