Caitlin loves Legoland and she has never even been. That's how good the world building is. This conversation starts at a theme park and ends up in your waiting room, because the same immersion that sells apple fries can work for a dentist, a lawyer, or any business with a front door.
What we cover:
- What Legoland gets right, from walls fashioned to look like bricks to a signature snack designed to anchor the memory of your visit
- The insurance company that built its entire brand around building blocks to win over home daycare owners
- The orthodontist who put a slime-like play-doh in the waiting room so kids were already comfortable with the texture before their impressions
- Cheap world building moves: chair shapes, scent, what's actually sitting on your waiting room table
- The empty room test: if someone walked into a room filled with your brand but no name or logo, would they guess it was you?
The One Thing: Walk into your own office tomorrow like a first time customer. Open the door with fresh eyes, notice what they see first, and find one touchpoint you can redesign so it feels like it belongs to your world instead of just being functional. You were going to furnish that space anyway. Make it work for you.
Craig Brooks is CEO of Clarity Creative Group. Caitlin Smith is a brand designer and strategist. New episodes dropping soon. Follow Vibe Marketing wherever you listen to podcasts.