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An Exploration of the Environmental Brand Experience (Ebe)

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An Exploration of the Environmental Brand Experience (Ebe) AN EXPLORATION OF THE ENVIRONMENTAL BRAND EXPERIENCE (EBE) AS APPLIED TO THE DIGITAL PUBLISHING MODEL THESIS Presented to the Graduate Council of Texas State University-San Marcos in Partial Fulfillment of the Requirements for the Degree Master of FINE ARTS by Michael J. Bulsiewicz San Marcos, Texas August 2013 AN EXPLORATION OF THE ENVIRONMENTAL BRAND EXPERIENCE (EBE) AS APPLIED TO THE DIGITAL PUBLISHING MODEL Committee Members Approved: __________________________________ Claudia Roeschmann, Chair __________________________________ Rose Newton __________________________________ Christopher Visit Approved: ___________________________________ J. Michael Willoughby Dean of the Graduate College FAIR USE AND AUTHOR’S PERMISSION STATEMENT Fair Use This work is protected by the Copyright Laws of the United States (Public Law 94-553, section 107). Consistent with fair use as defined in the Copyright Laws, brief quotations from this material are allowed with proper acknowledgement. Use of this material for financial gain without the author’s express written permission is not allowed. Duplication Permission As the copyright holder of this work, I, Michael J. Bulsiewicz, refuse permission to copy in excess of the “Fair Use” exemption without my written permission. COPYRIGHT By Michael J. Bulsiewicz 2013 DEDICATION This thesis is dedicated to my wife, Carrie, and our daughter, Avery, who motivate and inspire me daily and have been so patient; my parents and family for their support; Bob Clarke and Paul Bowers for a great foundation; Gary LaCourse and Scott Selden as mentors and friends; and the Communication Design MFA program for providing an inspiring sandbox to broaden my horizons. ACKNOWLEDGEMENTS I would like to thank the faculty, staff and fellow classmates of the Communication Design MFA program, with special thanks to Christine Haney for her guidance and support from day one. I would like to especially thank Claudia Roeschmann for her knowledge, insight, advocacy, encouragement and commitment to excellence throughout the entire MFA experience. In addition, I’m indebted to my thesis committee members, Christopher Visit and Rose Newton for their expertise, flexibility and dedication. I’d also like to thank Michelle Hays and Rose Newton for their valued mentorship in the classroom as part of the Graduate Teaching Assistant program. This manuscript was submitted on July 9, 2013. vi TABLE OF CONTENTS Page ACKNOWLEDGEMENTS................................................................................ vi LIST OF FIGURES ........................................................................................... ix ABSTRACT ...................................................................................................... xi CHAPTER I. INTRODUCTION................................................................................ 1 II. PRELIMINARY RESEARCH ............................................................ 7 Company Background.................................................................. 7 Competitive Landscape..................................................... 9 Industry Distribution....................................................... 10 Marketing Analysis .................................................................... 10 SWOT Analysis.............................................................. 10 Section Summary................................................ 11 Strengths ............................................................ 11 Weaknesses......................................................... 12 Opportunities ...................................................... 12 Threats................................................................ 13 SWOT Summary................................................. 13 ZAG Assessment ............................................................ 14 Section Summary................................................ 14 Focus .................................................................. 14 Trend .................................................................. 15 Differentiation..................................................... 15 Communications ................................................. 15 ZAG Summary.................................................... 16 vii Environmental Design Brief....................................................... 17 Section Summary............................................................ 17 Exhibit Premise/Rationale............................................... 18 Overarching Theme/Narrative......................................... 18 Target Audience ............................................................. 19 Activities ........................................................................ 19 Content........................................................................... 21 Visitor Outcomes/Messages............................................ 21 Environmental Approach ................................................ 21 Visual Identity/Brand...................................................... 22 Design Brief Summary ................................................... 22 Visitor Profile............................................................................. 23 Section Summary............................................................ 23 Visitor Engagement ....................................................... 24 Visitor Diversity ............................................................ 25 Visitor Learning Styles ................................................... 26 Visitor Experience .......................................................... 26 Visitor Accessibility ....................................................... 26 Visitor Profile Summary................................................. 27 Site Profile ................................................................................. 27 Section Summary............................................................ 27 Site Nature...................................................................... 28 Site Orientation............................................................... 28 Site Constraints............................................................... 28 Site Wayfinding.............................................................. 29 Site Organization............................................................ 29 Site Profile Summary...................................................... 30 III. SOLUTION ..................................................................................... 31 IV. CONCLUSION ............................................................................... 56 The Hybrid EBE Model.............................................................. 56 Bridging the Gap........................................................................ 56 Future Research.......................................................................... 57 REFERENCES.................................................................................................. 59 viii LIST OF FIGURES Figure Page 1.1 Barnes & Noble Nook Boutique ...................................................................... 4 1.2 Apple Computer Retail Store........................................................................... 5 2.1 SWOT Analysis ............................................................................................ 12 2.2 ZAG Assessment........................................................................................... 16 2.3 Environmental Design Brief .......................................................................... 20 2.4 Visitor Profile................................................................................................ 24 2.5 Site Profile .................................................................................................... 29 3.1 EBE Brand Pillars ........................................................................................ 32 3.2 EBE Brand Identity ...................................................................................... 33 3.3 EBE Type Palette ......................................................................................... 34 3.4 EBE Messaging Color Palette ....................................................................... 35 3.5 EBE Materials Palette.................................................................................... 36 3.6 EBE Brand Messaging Treatment ................................................................. 37 3.7 EBE Messaging–Publishers Weekly Pre-show Trade Ad ............................... 38 3.8 EBE 30' x 40' Floorplan Configuration.......................................................... 39 3.9 EBE Birdseye Perspective View.................................................................... 40 3.10 EBE Aerial Detail.......................................................................................... 41 ix 3.11 EBE Typical Video Presentations: Areas 2, 4, 6 and 8................................... 42 3.12 Jerry Seinfeld Video Presentation: Areas 2, 4, 6 and 8................................... 43 3.13 Kevin Smith Video Presentation: Areas 2, 4, 6 and 8..................................... 44 3.14 Steven Spielberg Video Presentation: Areas 2, 4, 6 and 8 .............................. 45 3.15 Anthony Bourdain Video Presentation: Areas 2, 4, 6 and 8............................ 46 3.16 DC Comics Interactive Web Workstation: Area 3.......................................... 47 3.17 MAD Magazine Interactive Web Workstation:
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