商务实践 2 It’s not what you are, it’s where you are Just as the world seems to be becoming more homogenized, with consumers finding it difficult to distinguish between myriad similar products and services, so corporate image is recognized as being an increasingly important way to win and retain clients. However, opinions differ as to what exactly “image” entails. For some companies it is limited to a recognizable logo and memorable slogan. For others, it has more far-reaching implications affecting everything from the choice of star endorsing their products, to the color of the wallpaper in the reception area, to the actual location of their offices. This last factor can say more about a company and its aspirations than might first appear. Consider for a moment the choices available and what each one might suggest to a potential client. Do you want to be in an old style building in the city centre, giving the air of a traditional, long established, but possibly rather conservative, establishment? Or do you underline your optimism, self-belief and modernity by moving into a specially designed building in the heart of the new, out of centre, business development, alongside successful multinationals and, quite possibly, some of your competitors’? Even having a modest office attached to a factory on the edge of a run dawn industrial estate could be seen to reflect your company’s work ethic and dedication to investing in essentials, rather than wasting money on such trivialities as a Miro or a Monet for the boardroom.