when walls talk
TRANSCRIPT
Jonathan BrillEnvironmental Communication194 Hall StreetBrooklyn, New York 11205917.771.0407 [email protected]
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