On this episode of the podcast the trio sit down with the founder of Media Objectives at Valerio Dewalt Train Associates, Joey Lawton. They talk about Joey's path that led him to experiential branding instead of architecture. Joey explains what experiential branding is and how it connects to architecture. The trio also talk to Joey about the learning curve of getting into a career path he did not initially study in. Finally, they talk about the media company born out of Joey's interest in experiential branding, Media Objectives at Valeria Dewalt Associates.