How Does Your Brand Perform in the 3rd Impression Level?

Some thoughts on where customer relationships fall apart

Diagram by author at Shook Kelley

“They look like the perfect couple together,” my wife said, admiring her handiwork in setting up two of our single friends on a blind dinner date.

“They do!” I replied, a bit more skeptical. “But let’s see how they do once they get to the third…




Our attention used to be something that our physical environment influenced, but our focus has shifted from places to screens. While we can get ruthless efficiency and convenience online, there’s something primal about coming together around a physical place and experience.

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Kevin Ervin Kelley, AIA

Kevin Ervin Kelley, AIA

I’m a retail architect that studies human behavior, perception, and decision-making. I’m fascinated with the intersection of where commerce and community meet.

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