When walls talk

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When walls talk

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

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