Building Brands : In Conversation with Grace Ong Yan

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Good branding makes emotional and experiential connections with its audiences. In Building Brands, I build upon this truth of contemporary branding practice by expanding it to the three-dimensional discipline of architecture. We don’t often think of having emotions towards buildings and spaces, but just like hearing an old familiar song will bring back specific memories, certain places, buildings, and spaces elicit strong emotions from their inhabitants. My intention of bringing the architects’ and designers’ point of view to branding practice is to enrich branding as three-dimensional and spatial.