1

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

Victor Luis Z. Mendoza

Mapua University

INT144-1: Interior Design 4

IDr. Graciela Castillo

August 28, 2020

 2

Article Critique

A successful brand is an unwritten warranty, a mark of integrity, a promise of intrinsic value-a

whole litany of attributes that bestow a favorable reputation on the underlying product or company.

That is not how to say a brand’s success is measured only by how many feelgood intangibles it plants in

the consumer subconscious. In the article “Three-Dimensional Branding: Using Space as a Medium for

the Message,” Herman Miller Inc. elaborate the positive outcome of branding from a three-dimensional

perspective towards brands financial performance. Based on the examples and data this article

provides, I agree that brands communicating itself to its consumer in three-dimensional will be able to

plant itself to its consumer subconscious that will result to drive brand’s financial performance.

Herman Miller Inc defined successful brand as a whole litany of attributes that bestow a

favorable reputation on the underlying product or company and the ultimate goal is for a brand is to

presell a product or service, causing the idea that there is no alternative. The author argues that in order

for a company to turn into a brand is should extend its cluster of perception to every point of contact

with its customers and suggest that it can only be attained by weaving its building throughout the entire

organization, integrating it into business strategy, product design, customer service and office

environment. This is the concept of 3-D branding, that was introduced as a solution on how a company

should turn itself into a brand. It classifies space as a medium in communicating the brand or the

message of the company. Also, Herman Miller Inc provides quantitative data to show the positive effect

of this concept on brand’s financial performance. This article also declares that in branding a corporate

brand is more enduring than a particular product line since it mostly provides credibility to their

underlying products or services. At the end part of this article the author enumerates some of common

organizational associations that illustrates how they can be reflected in a company’s physical space and

thereby help to enhance brand identity.

 3

This article discussed an important topic, an attempt to improve ideas in communicating the

brand to its consumer. I agree that branding is more effective in three-dimensional. Through space as

the medium, the brand can communicate its society orientation, quality, concern for customers,

presence and the experience it is selling. In this way the brand will catch its consumer and retain to their

subconsciousness that will result a major impact to the company’s ROI. Herman Miller INC provide

primary source materials and quantitative data to support its claims on the success of 3-D branding. It

also shared examples of ways of reflecting brand’s identity to their physical space. This article provides

additive on designer’s creativity in conceptualizing his/her design. This shows evidence on the different

angles we can approach design and probably sparked new innovative way to communicate a message

through design.
 4

References

Herman Miller Inc. (2007). Three-Dimensional Branding Using Space as a Medium for the Message.

Grimley, C., & Love, M. (2018). The interior design reference specification book. Rockport Publishers.