Communicating Via Corporate Architecture (11-02-18)

Bargenda studied the silent messages communicated by corporate architecture. She reports that , “Architecture intersects with micro-level and macro-level marketing systems, as it inherently projects corporate identity while referring to broader artistic, social and historical parameters. . . . Especially in the finance sector, the rapid shift toward digitalization, crypto-currencies and online banking have dematerialized financial marketing systems. To retain their material visibility and competitive positioning in the marketplace, banks increasingly set up flagship venues of significant symbolic and cultural value, while closing down non-descript neighborhood branches devoid of iconographic expression. . . . the production and valorization of creative, meaningful and value-laden architectural spaces accrue [increase] the cultural meanings of organizations. . . . Whether a bank is located in a traditional stone building, a contemporary high-rise building or a regional venue, built materiality conveys discernible brand values to stakeholders. . . . For instance, sustainable building materials project ecologically responsible brand values to stakeholders.”

Angela Bargenda. “Building Meaning:  Architectural Dialectic in Spatial Marketing Systems.” Journal of Macromarketing, in press, https://doi.org/10.1177/0276146718789232