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How Brands Blossom in an Increasingly Complex World of Choice
Excerpted from a Cheskin white paper presented at the 2006 ESOMAR BrandMatters Conference, Copyright © ESOMAR 2006 BRANDMATTERS 2006 Consumer Brand Relationships are Eroding The days are long gone when...
View ArticleGrow your brand: from source to communications
Published in Admap Magazine, June 2006 First, it is important to distinguish between short-term sales uplift and long-lasting brand growth – genuine brand growth will usually involve some development...
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NCLR: Branding for the Future of Hispanics
NCLR, the National Council of La Raza, is the most respected Hispanic advocacy organization in the United States. After over 20 years of leadership from its renowned founder, NCLR brought in a new...
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Sound and Brand: The Effect of Sound on the Web
A joint research project by Cheskin Added Value and Beatnik, Inc. Bum, bum, bum, bum. Well, it doesn’t translate well in print, but had you been listening to this sound you’d most likely immediately...
View ArticleTo bear position – challenges and opportunities of brand communication in the...
Published in: marketing journal (Issue 03/2006) Authors: Christoph Prox, Thorsten Esch Germany is travelling again. The champion in travelling is back after years of restrain. Having to listen to the...
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Motorola: Global Views: Guiding Strategic Design Direction
The Opportunity In personal technology, design is as important a factor as functionality. Devices become fashion accessories and must align with a person’s lifestyle. For a global brand, this not only...
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Brands & Gaming
Mention computer gaming and what springs to mind? A niche market? Teen grunge? Think again… The computer gaming industry is bigger than the film and music industries put together – and doubling...
View Article”More than the mountain”: Branding The Western Cape
Destination marketing is about turning countries, regions and cities into brands. For developing countries specifically, this is not simply an exercise in luring tourists, but a calculated and...
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eCommerce Trust: Building Trust in Digital Environments
A joint study with Studio Archetype/Sapient and Cheskin Added Value, January 1999 In 1999, at the height of the dotcom boom, Cheskin and Studio Archetype/Sapient collaborated on a study to understand...
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Gender bias on Instagram
With over 350 million photos posted to Facebook every day and over 60 million uploaded to Instagram, it is clear that visual social media carries real influence in the world we live in. Looking at...
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