BRANDSCAPE ARCHITECTURE: TOWARDS A UNIFIED THEORY OF EXPERIENTIAL DESIGN Philip McClenaghan School of Arts and Media, d|lab, University of Teesside, Middlesbrough, United Kingdom, p.a.mcclenaghan@tees.ac.uk ABSTRACT: In today’s marketplace, the time from innovation to imitation has become so short that companies must constantly innovate on a technical level just to stand still. Reliance on traditional differentiators such as quality, price and reliability is no longer a sustainable business strategy and indeed neglects the role of emotions in the customer experience. Therefore, in order to acquire and maintain differentiation in the marketplace, there is a need for a branding strategy that combines the physical, as experienced by the senses, and the customers’ physical and emotional expectations. The aim of this paper is to introduce the concept of Brandscape Architecture which encompasses the emergent disciplines of Experience, Service and Transformation Design and builds on the service clues described by Berry, Wall and Carbone (2006) to describe the holistic nature of customer centric brand experiences. The implications of Brandscape Architecture for the design profession will be explored in order to establish the foundations of a practical model of Brandscape Architecture for effective application in the design and analysis of customer experiences. Keywords: brandscape, experience, design 1