Strategies for creating memorable experiences in business and in culture
Guest speaker Ulrike Tondorf from Bayer speaks about Experience Branding, followed by an architecture tour in the Jewish Museum
Businesses can learn a lot from the world of architecture and the arts when it is about creating powerful and memorable experiences. Many artistic and design strategies have been taken on by companies today for corporate spaces. On the other hand, cultural institutions have learned from businesses when managing their events more efficiently. In the B.A. Creative Industries Management, both worlds come together.
“Live and Experience Branding is one of the major drivers of brand and communication strategies”, explained Ulrike Tondorf in her guest lecture to students of the B.A. Creative Industries Management. “Architectural Branding is build brand identity. We will gain relevant competitive advantage if our audiences can connect with and get stimulated by our brand.” Tondorf acts as the Head of Live & Experience Branding within the Communications & Public Affairs, Corporate Brand & Reputation Management Function at Bayer AG. Sharing insights from her extensive work experience in this area, Tondorf presented an overview of different Brand Experiences including corporate buildings, interior atmospheres, international exhibits and events, press conferences and shareholder meetings. Students also learned about hybrid and digital brand spaces that are among the lasted developments. In view of evolving wants and needs of the audiences, Tondorf sees the need to make full use of the masterbrand as source of sensory, affective and cognitive associations.
Tying these insights back to the world of culture, the group and Ulrike Tondorf in the complimentary second part of their day, visited Berlin’s Jewish Museum for a tour of the renowned building by star architect Daniel Libeskind. Libeskind has used powerful strategies of designing space to make visitors experience German-Jewish history on the level of sensual perception, rather than only providing information. In empty high empty concrete spaces (Voided Void), sloped hallways (Axes) and lop-sided outside spaces (Garden of Exile), the museum challenges visitors on the physical level to “position” themselves within and towards history. The atmosphere in museums and arts, as outlined by Biehl, Director of B.A. Creative Industries Management, and vom Lehn in The International Handbook of Museum Studies, may fulfill a special social and political function, namely the mediation of an encounter set apart from action contexts that we typically find in brand atmospheres. It may enable people to emotionally and imaginatively explore and experience a very broad variety of moods and moments. Both worlds however use similar strategies of experiential communication and are constantly inspired by each other. Managers need to understand this creative loop and how these strategies work.