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1、标题：brand,culture and the workplace原文：Which comes first the culture or the brand? In todays hyperconnected, ever flattening world, its almost become a question not worth asking.Coexisting in a chicken/egg, yin-and-yang relationship, an organizations brand and culture shape and reflect each other in a
2、n interconnected system. One doesnt change without the other; they can only evolve together. And the workplace is where it all happens.In the symbiotic relationship between brand and culture, brand is the outward manifestation of a companys DNA and culture is the inward demonstration. The corporate
3、world has been talking about organizational culture for years, but the emergence of brand as a discussion point in the executive suite is relatively new for many organizations. Of course, brand mavens like P yet only 54% said the workplace plays a critical role in supporting it and only 15% said the
4、ir facilities reflect their brand “very well.” If a culture change is a drama being played out (sometimes literally, as well as figuratively), then the workplace is the theater. Steelcase has studied these issues through primary and secondary research plus field studies with clients, and even uses i
5、ts own spaces as living laboratories. Through collaboration with architects, designers, and corporations worldwide, Steelcases Workplace Futures team and Applied Research Consultants are discovering new insights into the tightly connected and changing relationship between culture, brand, and workpla
6、ce. This paper explores what weve learned about the role of the workplace in building an organizations brand and culture and provides evidence for our conclusion that its virtually impossible to change an organizations culture or its brand in significant ways without also changing the workplace. FIL
7、LING IN THE BRAND GAP.In even the recent past, the connection between the workplace and brand building was often overlooked beyond a few logos sprinkled around and an impressive guest lobby.WHERE IS BRAND REFLECTED IN YOUR WORKPLACE?The CoreNet survey validated that most rea estate leaders still see
8、 the public faces of their facilities as most important for communicating brand.WHERE IS BRAND REFLECTED IN YOUR WORKPLACE?In addition, logos and advertising are still the primary way to express brand in the workplace. At the same time, 50% understand that the design of the total workplace is a powe
9、rful way to encourage behaviors that sync with brand.HOW IS BRAND EXPRESSED IN YOUR WORKPLACE?Because space has such power to influence behavior how we feel, how we interact with others,our productivity its role in shaping culture and, as a result, a brand is imperative. By recognizing that the tota
10、l workplace is an opportunity to successfully refine or redefine their culture, organizations can be poised to respond to the fast-changing dynamics of globalization,technology, Gen Y presence and influence, real estate compression, economic recession, and other operational and market challenges.The
11、 perception that marketers own branding is based on 50-year-old practices that are as out-of-date as three-martini lunches. Today, branding requires the engagement of everyone, from the CEO to the hourly production employees to outside consultants.Why have brand discussions moved to the organization
12、al forefront? Analysis indicates there are three key reasons. First, consumers have too many choices and too little time to make decisions. When faced with a plethora of options, buyers will often default to a trusted brand, one with which theyve had a positive experience. Second, as much as compani
13、es hate to admit it, many product offerings have similar quality and features. No matter how fast they innovate to stay ahead of the market, companies find that product features are often easy to emulate or copy. Finally, people tend to base buying choices on trust and emotion. We use rational reaso
14、ns to justify our decisions,but ultimately we think about how products or organizations make us feel do we feel good about our purchase?One of todays leading brand thinkers is Marty Neumeier, author of The Brand Gap, Zag, and The Designful Company. Neumeier debunks the myth that a brand is essential
15、ly a logo or ad campaign these are merely symbols or identifiers of the brand. Moreover, a brand isnt a corporate identity program or a name put on a product division or service offering.A brand is who an organization is and what they stand for and how it meets the needs and expectations of the pers
16、on considering it. Simply put, your brand is your reputation. Its the total experience any individual has with a company. The vast ranges of places and ways companies interact with their customers or clients are “touchpoints” that include everything from product design to the person who answers the phone. All of these touchpoints influence how people feel about a brand. Can you imagine walking through a dirty Magic Kingdom and interacting with a grumpy Mickey Mouse?
