Summary of Brandscapes
Architecture in the Experience Economy
Get sexy or fail. In the experience economy, you need a seductive brand to succeed.
The mall where you shop, the coffee shop where you take your breaks, the museum that you visit – wherever you go, you are walking through a “brandscape,” or branded world. Anna Klingmann describes this aesthetic experience in her eye-opening study of branding in all its forms, with a special focus on architecture. Offering a unique perspective, Klingmann breaks down the strategy behind well-known brands such as Disney, Apple and Starbucks. She also parses the experiences that brandmakers create everywhere from cruise ships to casinos to that “urban entertainment district” where you might have suffered your latest attack of brand overload. Klingmann’s text meanders at times, yet her trenchant analysis is rewarding. getAbstract recommends this book to anyone seeking a perceptive analysis of branding strategies – with an unusual recognition of how architecture and landmarks serve to generate a brand image.
In this summary, you will learn
- How branding has become a cultural force; and
- How branding extends into the realm of architecture.
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