Relevance To Marketing Today
Though Cheskin’s process was created and perfected in the 1950s and 1960s, it is just as relevant to marketing today as back then - more so, perhaps, with the rise in experiential branding and marketing. Indeed, market tests continue to confirm Cheskin’s sensation transference phenomenon.
The current evolution of Louis Cheskin’s firm, Cheskin Added Value, continues to apply many of his foundational principals of design research and sensation transference to their work. Indeed, Cheskin’s approach is enduring and has outlasted those of Dichter and Bernays - at least, theirs are not prominent nor accepted approaches in most marketing environments or business schools.
Read more about this topic: Louis Cheskin
Famous quotes containing the words relevance to, relevance and/or today:
“... whatever men do or know or experience can make sense only to the extent that it can be spoken about. There may be truths beyond speech, and they may be of great relevance to man in the singular, that is, to man in so far as he is not a political being, whatever else he may be. Men in the plural, that is, men in so far as they live and move and act in this world, can experience meaningfulness only because they can talk with and make sense to each other and to themselves.”
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“The most striking fault in work by young or beginning novelists, submitted for criticism, is irrelevance—due either to infatuation or indecision. To direct such an author’s attention to the imperative of relevance is certainly the most useful—and possibly the only—help that can be given.”
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“I rather think the cinema will die. Look at the energy being exerted to revive it—yesterday it was color, today three dimensions. I don’t give it forty years more. Witness the decline of conversation. Only the Irish have remained incomparable conversationalists, maybe because technical progress has passed them by.”
—Orson Welles (1915–1984)