1. Jonathan Brill
Environmental Communication
194 Hall Street
Brooklyn, New York 11205
917.771.0407
jonathanbrill@hotmail.com

5. when walls talk

6. we are living in the age of storytelling -bran ferren

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

8. ...people who follow this new
path are on the leading edge of
several kinds of cultural change.
they are interested in new kinds
of products and services and
they often respond to advertis-
ing and marketing in new and
unexpected ways.
-paul h. ray, phd.
american lives

9. Marketers are looking for
new tools and processes
to speak effectively to
these individuals.

10. communications should link with customers on three levels:

11. public self image
intimate self image
communal relationship

12. public self image

13. intimate self image

14. communal relationship

15. opinions
beliefs
attitudes

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

17. attitudes are emotional reactions to situations.

18. opinions are rational reactions to situations.

19. attitudes and opinions are filters
between our beliefs and the realities
that surround us.

24. When the information
environment changes,
so do our attitudes
and opinions.

26. discovery communications’ goals:

27. develop the brand as a sustainable resource.

28. create a platform for
brand extension into new product categories.

29. become the dominant educational content
brand in the united states.

30. build brand insistance
among heavy consumers of experiences.

31. brand attributes

32. core
expressive
functional

33. human potential

34. awe

35. educational content

36. brands communicate at
every point
of customer contact.

37. experience map
media transfer product
traditional marketing

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

39. media experience

40. transfer experience

41. product experience

42. Using traditional marketing methods
brand attrition often reaches 50%
over a 5 year period
-F. Reicheld

43. transfer
community
media product
circular marketing model

44. television
internet

45. retail
Internet

46. consumer products
educational tools
media content
travel

47. environmental design
is a cornerstone
of this model

49. the store is
the home of
the discovery
channel idea.

50. third place
destination
primary brand building models

51. community needs a place.

52. different people learn in different ways.

53. linguistic logical spatial physical
musical interpersonal intrapersonal observational

54. the discovery channel store in DC
communicates on three levels.

55. environmental
active
interpersonal

56. environmental experiences evoke the brand’s story.

57. spatial
observational
physical

58. linguistic
spatial
interpersonal

59. physical
spacial
observational

60. active experiences personalize the brand relationship.

61. logical
physical
open selling observational

62. linguistic intrapersonal
interpersonal physical
shopping logical observational

63. spatial
logical
exhibits linguistic

64. logical linguistic musical physical
spatial
observational
interactives

65. interpersonal experiences make every visit unique

66. linguistic interpersonal intrapersonal musical
spacial

67. intrapersonal interpersonal physical linguistic

68. linguistic logical spacial physical
musical interpersonal intrapersonal observational

69. environmental
interactive
interpersonal

70. public self image
intimate self image
communal relationship