Flagship store office? Why it is important to make brands tangible both internally and externally

Why is it strategically important for a company like VW to make the brand tangible both internally and externally? What influence does brand experience have on the impact of locations? How can brand values be communicated and brought to life in the working environment? What role do spaces play in strengthening the emotional bond with the company? After a brief introduction to the topic of brand in space, these questions will be explored in dialogue from two different perspectives.