Hudson Yards and Brand Strategy.

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I was reading an amazing piece in today’s New York Times, written by architecture critic Michael Kimmelman.  This is why I subscribe to the NYT. It’s an amazingly constructed criticism of the Hudson Yards project. Nary a mention of state and city tax subsidies, the piece just discusses the beauty (not much) and blight (more than enough) of the project designs. The writer is brutal but fair. No name calling, no Trumpian vilification, but make no mistake he skewers the architecture. Old NY style. This is brilliant reporting and analysis. Bravo New York Times.

At one point Mr. Kimmelman refers to the project as an “architectural petting zoo.” His reference is to a loose federation of structure shapes and designs. (Does one put the zebras next to the sloths?) He makes a point about Rockefeller Center, the last out-sized project of this kind and how at least for that project there was a lead architectural firm — one firm to oversee the vision.

This reminds me of brand management. Good brand craft oversees everything brand. Poor brand craft allows for many hands and agendas in the pot. Just as the Hudson Yards is a “doggy’s dinner” of styles and structures, a good brand needs harmony and continuity as it scales.

Perhaps that’s why the terms brand architecture has stuck for so long.  But as we see from Mr. Kimmelman’s piece, there are architects and there are federations of architects.

Peace.