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.”
—Hannah Arendt (1906–1975)
“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.”
—Elizabeth Bowen (1899–1973)
“Even today . . . experts, usually male, tell women how to be mothers and warn them that they should not have children if they have any intention of leaving their side in their early years. . . . Children don’t need parents’ full-time attendance or attention at any stage of their development. Many people will help take care of their needs, depending on who their parents are and how they chose to fulfill their roles.”
—Stella Chess (20th century)