Three-Dimensional Branding:
Using Space as a Medium for the Message

With a distinct brand image, companies can break free from the me-too morass that bogs down so many product and service categories, staking their claim to a firm market position competitors can't approach. While many companies look at brand building as a marketing challenge alone, others realize they have to live their brand, not just promote it. And the surest way to do that is by weaving brand building throughout the entire organization--even the office environment. Think of it as three-dimensional branding, the idea that physical space can be a critical medium for communicating the message.

Set Them Free:
How Alternative Work Styles Can Be A Good Fit

Increasingly, people are working everywhere--in group spaces near cubicles, while waiting in airports, at "campsite" workstations, from the comfort of home. There are plenty of reasons why, from the need to keep good people--in large part by helping them balance work and life--to the requirement that real estate be put to better use. The question becomes, When and how to incorporate alternative work styles in an organization? Among other things, the answer must determine whether these work styles align with the organization's goals. This is the first reality check. The next, and perhaps more important one, involves culture. Even cultures that are friendly to alternative work styles must build support for them. What matters most is that people have options to work in the way--and the place--that works best for them.

Bright Idea:
Personal Control for Office Lighting

While people prefer natural light, their workplaces, for obvious practical reasons, are lit by some combination of daylighting (perhaps with views to the outside) and artificial lighting. Within that range of illumination, people have clear preferences for how much and what kind of light they want. The fact that preferences vary--among people and for the same person at various times during the day--argues for giving them some control. Whatever else people say about office lighting, they make it clear they want the ability to adjust it themselves. And they will adjust it quite differently based on the quality and visual performance of local lighting, ambient lighting, and daylighting. Giving people control over their lighting helps them feel more satisfied with their workplace. It affects their performance, too, helping them to stay engaged in tasks longer and to avoid fatigue. Proper lighting can also increase energy savings if adjustability is part of the picture.