Warnings of less brand-besotted customers and a growing cynicism towards the opportunist green-washing of retailers (reported in Shopping Centre, 14 November 2007) at the recent BCSC conference in Gateshead should not come as a surprise to those in the front line of retail. As brand consultants we have consistently advised clients - retailers and developers - that they must stop thinking of branding as just a marketing activity.

Shopping centres are destination brands, but they now must be considered as a synergy of business brands - 'the brands behind the label' - owner, developer, investors, management, tenants and the consumer brand - the centre itself. Now it's more complicated - consumers are starting to 'look behind the label', and consequently the simple split of B2B and B2C audience mindsets and agendas starts to miss the point.

Branding must differentiate one centre from another in terms of whether you want to join as a tenant, work for them, invest or shop there. Now a potential range of ethical, environmental and commercial perceptions are involved. Interestingly, in Russia, we have been able to leapfrog the traditional marketing-led attitude to branding. Sharper developer clients there have quickly understood that branding is more than a media packaging exercise. They have started to embrace the logic that real branding is a management ethos which should inform and drive the architecture, trading and operational activities of the centre. In the west, we are still faced with branding limited to badging and promoting centres. The irony is that Russian consumers are currently relatively brand-obsessed, but they are learning fast and the disillusioning, or rather maturing, of customer brand perceptions will inevitably follow.

We talk about sustainable architecture, but we also talk about sustainable brands, i.e. ones that can continue to walk-the-talk and stay relevant to changing customer values and aspirations. As an architect, I have always seen creating the right architecture and environment as a vital component of a coordinated brand experience.

It seems strange that we are still surprised by consumers being cleverer, wanting better, safer, cheaper experiences. Branding is about creating added-value perception. It is an integral ethos not a cosmetic fix, as customers are telling us.

Clive Woodger, managing director, SCG London

Who are the judges and who are the judged?

On so many levels I was delighted to see our new local Princesshay shopping centre winning an award. There is little doubt it has achieved a great deal in enriching the shopping experience for the town of Exeter. But a Gold Award? Well certainly not from a disabled shopper's perspective.

The complex is renowned for having problems with its lifts, with stores experiencing regular breakdowns. The car park opened with limited lift provision, and continues to experience this irritating problem.

One has to question what criteria are considered in assessing candidates for such awards. Clearly such awards are good for the industry, but are they just a pat on the back from judges within the system? Do they ever ask the shoppers what they think? Because for sure they never asked local disabled people.

Am I a 'Victor Meldrew' on wheels, just nit-picking for the sake of it? No.

I am the director of a company that advises organisations on how to achieve their obligations and duties under the Disability Discrimination Act (DDA). Last year we advised a broad cross-section of clients with a combined budget of over £100m.

It's just that I am tired of reading these back-slapping plaudits for ill deserving projects. Come on BCSC, be brave - get some real shoppers to pass an opinion on a new project. You may find the answers revealing, and certainly they would be realistic and refreshing. Maybe the architects and designers would even learn something.

Ian Waterman, director, Access Matters

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