In the compelling 2007 article, “Three-Dimensional Branding: Using Space to Support the Message,” Herman Miller, a home furnishings, furniture and equipment manufacturing company house, talks about branding as a way to promote a business while comparing it to what he believes to be a more effective route – through a three-dimensional perspective. Throughout the reading, we find Miller's compelling opinions on the importance that a branding company and its environment have on sales and performance results, as well as the result on a consumer's experience in a space. Topics covered will include the determining factors that influence and support one's trust, such as how to improve a business through branding design, physical integration and carrying a brand in the environment, and how these facets can increase customer satisfaction. Thus, this discussion aims to encourage Miller's arguments and illustrate why it is so effective and crucial to consider the role of an environment when applying branding in a different perception. First, branding is considered one of the main factors that marketers apply to their branding strategy. products to create a unique and distinctive brand to clearly differentiate their business from others (Miller, 2007, p. 1). However, to be a more successful brand, one must be able to communicate the innovative language spoken by the company, expressing it in a way that inspires customers to use their senses more. This is the case of three-dimensional branding, where environmental psychology is associated with the way in which individuals manage perception (Bechtel and Churchman, 2003, p. 28). One of the most influential theories of perception and favored by most architects and design professionals is that of ...... middle of paper ...... age, location unknown published J. Moller & S. Herm, 2013, Shaping Personality Perceptions of Retail Brands Through Bodily Experiences, New York UniversityL. W. Turley and R. E. Milliman, 2000, Atmospheric Effects on Purchasing Behavior: A Review of Experimental Evidence, New York, NYM. Levy & Barton A. Weitz, 2012, Retailing Management, New York, NYP-Y. Dolbec and JC. Chebat, 2013, The Impact of a Flagship vs. Katelijn, V. Jan & KV Cleempoel, 2009, The interplay between interpreted space, mood and behavior in retail environments: a conceptual research model, University of Hasselt, Department of Economics, Belgium . Kohler, 1967, Psychologische Forschung: Gestalt psychology, Vol.. 31(1)