when walls talk

Jonathan BrillEnvironmental Communication194 Hall StreetBrooklyn, New York 11205917.771.0407 jonathanbrill@hotmail.com

when walls talk

we are living in the age of storytelling -bran ferren

a major change has been grow-ing in american culture. it is acomprehnsive shift in values,world views and ways of life.it appeals to nearly 1/4 ofamerican adults...

...people who follow this newpath are on the leading edge ofseveral kinds of cultural change.they are interested in new kindsof products and services andthey often respond to advertis-ing and marketing in new andunexpected ways.

-paul h. ray, phd.american lives

Marketers are looking fornew tools and processesto speak effectively tothese individuals.

communications should link with customers on three levels:

intimate self image

public self image

communal relationship

public self image

intimate self image

communal relationship

beliefs

attitudes

opinions

beliefs are the core values by which we live our lives.

attitudes are emotional reactions to situations.

opinions are rational reactions to situations.

attitudes and opinions are filtersbetween our beliefs and the realities

that surround us.

When the informationenvironment changes,

so do our attitudesand opinions.

discovery communications’ goals:

develop the brand as a sustainable resource.

create a platform forbrand extension into new product categories.

become the dominant educational contentbrand in the united states.

build brand insistanceamong heavy consumers of experiences.

brand attributes

functional

expressive

core

human potential

awe

educational content

brands communicate atevery point

of customer contact.

media producttransfer

traditional marketing

experience map

The “I Love You Mom” school of marketingappeals to low level fear and greed.

media experience

transfer experience

product experience

Using traditional marketing methodsbrand attrition often reaches 50%

over a 5 year period

-F. Reicheld

productmedia

community

transfer

circular marketing model

televisioninternet

retailInternet

consumer productseducational tools

media contenttravel

environmental designis a cornerstone

of this model

the store isthe home ofthe discoverychannel idea.

destination

third place

primary brand building models

community needs a place.

different people learn in different ways.

linguistic logical spatial physical

musical intrapersonalinterpersonal observational

the discovery channel store in DCcommunicates on three levels.

active

environmental

interpersonal

environmental experiences evoke the brand’s story.

spatial

physical

observational

linguistic

spatial

interpersonal

spacial

physical

observational

active experiences personalize the brand relationship.

logical

physical

observationalopen selling

linguistic

logical

physical

shopping observational

interpersonal

intrapersonal

exhibits linguistic

logical

spatial

spatial

musicallinguisticlogical physical

observational

interactives

interpersonal experiences make every visit unique

spacialmusicallinguistic intrapersonalinterpersonal

linguisticphysicalintrapersonal interpersonal

linguistic logical spacial physical

musical intrapersonalinterpersonal observational

interactive

environmental

interpersonal

intimate self image

public self image

communal relationship