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Property | Insight

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BRANDING H

ave you got your tin hat ready? Your stockpile of tinned goods? You may need them, because anyone with skin in the UK office market is about to experience total war. That’s because the branding skirmishes of the last 12 months are about to turn into all-out conflict. British Land’s Space, Bruntwood’s Made & Managed, and Land Securities’ Myo are the latest brands gunning for flexible floorspace occupiers. They join WeWork, the daddy of flexible workspace brands, and a host of others, from newcomers like Work.Life through to established war horses Regus and The Office Group. All are using the power of their reputation

32 | Mix 194 May 2019

Prepare for all-out war as the UK office property market discovers the destructive (or creative) power of branding. David Thame reports from the front line.

and marketing departments to lever territory in a crowded and competitive office scene. Office design is at the core of branding efforts. Branding is new to the office market. Until very recently nobody knew or cared who the landlord was. Their brand meant, literally, nothing – except to the handful of investors who watched their share price. And even the investors didn’t see British Land or Land Securities as a brand. They simply saw them as safe places to put cash. Today couldn’t be more different. 'Branding is everything in today’s office market, and in it will end in a brand war,' predicts The Office Group Chief Executive, Charlie Green.

Branding is new to the office market. Until very recently nobody knew or cared who the landlord was

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Mix Interiors 194 - May 2019