When walls talk
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When walls talk

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When walls talk Presentation Transcript

  • 1. Jonathan BrillEnvironmental Communication194 Hall StreetBrooklyn, New York 11205917.771.0407jonathanbrill@hotmail.com
  • 2. when walls talk
  • 3. we are living in the age of storytelling -bran ferren
  • 4. 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...
  • 5. ...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
  • 6. Marketers are looking fornew tools and processesto speak effectively tothese individuals.
  • 7. communications should link with customers on three levels:
  • 8. public self imageintimate self image communal relationship
  • 9. public self image
  • 10. intimate self image
  • 11. communal relationship
  • 12. opinionsbeliefs attitudes
  • 13. beliefs are the core values by which we live our lives.
  • 14. attitudes are emotional reactions to situations.
  • 15. opinions are rational reactions to situations.
  • 16. attitudes and opinions are filtersbetween our beliefs and the realities that surround us.
  • 17. When the informationenvironment changes, so do our attitudes and opinions.
  • 18. discovery communications’ goals:
  • 19. develop the brand as a sustainable resource.
  • 20. create a platform forbrand extension into new product categories.
  • 21. become the dominant educational contentbrand in the united states.
  • 22. build brand insistanceamong heavy consumers of experiences.
  • 23. brand attributes
  • 24. coreexpressive functional
  • 25. human potential
  • 26. awe
  • 27. educational content
  • 28. brands communicate at every point of customer contact.
  • 29. experience mapmedia transfer producttraditional marketing
  • 30. The “I Love You Mom” school of marketing appeals to low level fear and greed.
  • 31. media experience
  • 32. transfer experience
  • 33. product experience
  • 34. Using traditional marketing methods brand attrition often reaches 50% over a 5 year period -F. Reicheld
  • 35. transfer community media productcircular marketing model
  • 36. television internet
  • 37. retailInternet
  • 38. consumer products educational tools media content travel
  • 39. environmental design is a cornerstone of this model
  • 40. the store isthe home ofthe discoverychannel idea.
  • 41. third placedestination primary brand building models
  • 42. community needs a place.
  • 43. different people learn in different ways.
  • 44. linguistic logical spatial physicalmusical interpersonal intrapersonal observational
  • 45. the discovery channel store in DC communicates on three levels.
  • 46. environmental activeinterpersonal
  • 47. environmental experiences evoke the brand’s story.
  • 48. spatialobservationalphysical
  • 49. linguisticspatialinterpersonal
  • 50. physicalspacialobservational
  • 51. active experiences personalize the brand relationship.
  • 52. logical physicalopen selling observational
  • 53. linguistic intrapersonal interpersonal physicalshopping logical observational
  • 54. spatial logicalexhibits linguistic
  • 55. logical linguistic musical physical spatial observational interactives
  • 56. interpersonal experiences make every visit unique
  • 57. linguistic interpersonal intrapersonal musical spacial
  • 58. intrapersonal interpersonal physical linguistic
  • 59. linguistic logical spacial physicalmusical interpersonal intrapersonal observational
  • 60. environmental interactiveinterpersonal
  • 61. public self imageintimate self image communal relationship