A History of Successful Innovation

Cheskin has been partnering with innovative companies for over 60 years. In that time, we’ve learned a lot about markets, people and change. Mostly, we’ve learned that there’s always something new around the corner.

1930’s

Louis Cheskin embarks on what becomes a life-long obsession to understand how customers’ perceptions motivate their purchase behavior. He was one of the first marketers to notice that people’s perceptions of products or services were directly related to aesthetic details of their design. He referred to this as “sensation transference” and spent most of his life investigating how design elements could significantly impact perceptions of value, appeal and relevance.

Cheskin consults with Walt Disney on the color and character appeal in his movie Fantasia. (1939)

1940’s

Cheskin consults with P&G on the introduction of Tide, demonstrating the effectiveness of its revolutionary package which is the first to use florescent ink. (1946)

Cheskin suggests the torch and oval design and red, white and blue color scheme for Standard Oil’s logo. The torch signified oil. The oval represented friendly service and the colors communicated “American.” (1946)

Cheskin assists Edwin Land with the development of the Polaroid camera. Other researchers tell him there is no market for his camera, but Louis Cheskin finds that there is. (1947)

Based on consumer feedback, Cheskin suggests changing the color of Jelke’s Good Luck margarine from the traditional white to yellow. This simple modification dramatically improves the product’s sales. Every subsequent brand of margarine follows this advice. (1948)

Cheskin pioneers the process of eye-tracking to determine how people read packaging and advertising. We probably still have a few of these clunky, manual devices lying around, but we stopped using them over a decade ago because they aren’t really effective.

Cheskin publishes his first book, Living with Art, followed by, Colors: What They Can Do for You and The Cheskin Color System.

1950’s

Cheskin tests symbols for the Betty Crocker logo, recommending the spoon as the most effective image. Once added to packaged cake mixes, sales double in less than 12 months. (1950)

Cheskin helps P&G differentiate Cheer detergent from Tide by adding blue flakes, advertised as “Blue magic” whiteners that represent the modern approach to laundry. Cheers sales skyrocket and Cheskin establishes a formula for early brand differentiation via color. (1953)

Cheskin is contracted by George Weissman of Phillip Morris to help reposition Marlboro from a cigarette for women to one targeted at men. While Leo Burnett created the famous Marlboro Man campaign and the new red packaging, Cheskin was directly consulted on all of the designs. Needless to say, Leo and Louis were not fond of each other. (1955)

Cheskin predicts consumers will not accept the Ford Edsel. Cheskin’s research indicates that the body style and name reminded people of the 1930’s rather than the 1960’s. (1957)

Cheskin publishes the Color Guide for Marketing Media, followed by How to Predict What People Will Buy. He tries again with Why People Buy: Motivation Research and Its Successful Application.

1960’s

Cheskin helps translate America’s fascination with Sputnik into the redesign of the 1961 Lincoln Continental. The radical change in styling, the positioning and introduction helped take the model's first year share to over 50% of the US luxury market, meanwhile killing the “wings” styling of the Cadillac.

Cheskin researches the “Roman Meal Man,” and identifies natural whole grain goodness as the key element to success of Roman Meal cereal. This was one of the first indications of the long-term trend toward natural, healthy foods. (1964)

In a feat of tireless authorship, Cheskin writes Take Gambling out of Marketing by Testing Marketing Media on an Unconscious Level, followed by Basis for Marketing Decision through Controlled Motivation Research, and How to Color-tune Your Home. He takes a breath and proceeds with Business without gambling; How successful marketers use scientific methods, and then writes the hilariously titled Problem-directed men: Our greatest need in business and government. An apparently tireless Cheskin then authors Secrets to Marketing Success.

1970’s

Cheskin works with McDonald’s as they broaden their concept from a hamburger stand to a “fast food” restaurant. Research shows that though the burgers cost more, they are considered a greater value because people perceive them as better tasting. (1971)

Cheskin begins relationship with Hormel to help develop and refine their corporate and product brand identity that continues to this day. (1973)

A very young Davis Masten joins Cheskin and focuses his efforts on branding. (1975)

Cheskin assists the Lifesaver Company with the development of Bubble Yum, the first soft bubble gum. The novel benefit results in first year sales of over $100 million. (1975)

Cheskin begins a 20 year relationship with 3M to enhance their corporate and product brand identity. (1976)

After a surprisingly long gap of 5 years, Cheskin writes Marketing success: How to achieve it. Back on a tear, Cheskin authors The Cheskin System for Business Success a year later.

Darrel Rhea joins Cheskin and adds his emphasis on design. The company moves from Chicago to Silicon Valley. Why Silicon Valley? Davis and Darrel thought something interesting might be happening there. (1979)

1980’s

Cheskin assists upstart Atari with advanced development, corporate positioning and industrial design. (1980)

Cheskin works with LucasFilm and General Cinema on defining the “theater of the future,” specifically the THX concept for improved sound quality. (1983)

Cheskin begins a 5-year consulting relationship with P&G on structural packaging and “aisle warfare” issues. (1984)

Cheskin’s helps Hewlett-Packard unify their global corporate identity and begins a relationship that continues today.

Cheskin helps Kroger and other national grocery and drug chains develop store brands offering low price coupled with the companies’ endorsements. Cheskin accurately predicts that unbranded generics will lose out to store brands which are perceived to be higher quality.

Christopher Ireland joins Cheskin bringing an emphasis on technology innovation and novel research methods. (1988)

Cheskin pioneers the use of ethnography and photography for research in a study of young adults for Hallmark and a study of teens for Pepsi. This project initiates a 20 year relationship with PepsiCo (1989).

1990’s

Cheskin helps emerging high tech firm Microsoft enter the consumer market with Encarta, followed by the introduction of Office, PocketPC, Windows Mobile devices and dozens of additional products and services launched throughout the decade (1991).

Cheskin begins multi-year consulting relationship with Andersen Windows to innovate within the home construction industry. (1991)

Cheskin begins a long term relationship with Interval Research to help it understand the market for consumer technology. (1992)

Cheskin consults with Apple on a color strategy for its growing line of computers and other devices. (1993)

Cheskin conducts the first of many ethnography assignments in China; in this case, it’s with HP to study the emerging market for home printers. (1994)

Cheskin and Studio Archetype/Sapient collaborate on a groundbreaking study to understand the fundamental design principles of establishing and building trust in online environments (1999).

Cheskin merges with HAMCR, a leading Hispanic research and consulting firm. Principals Felipe and Betty Ann Korzenny add their expertise on US Hispanics and Chinese consumers to Cheskin. (1999)

2000’s

Most of our project and client relationships depend on strict confidentiality, so we’re less public about newer projects and partnerships. However, we can talk about ourselves ... .

Cheskin opens New York office to focus on consumer goods industry, with particular attention on US and cross border opportunities with the Hispanic market. (2000)

Cheskin collaborates with Fitch and publishes a 28-page report that takes a closer look at the vital practice of innovation and organic growth. (2002)

Cheskin opens Seattle office next door to Microsoft to provide even higher level of ongoing support and service to our friends in the Northwest (2003).

Cheskin collaborates with MSI and Clement Mok’s CMCD Visual Symbols Library on a survey of nearly 13,000 people in 17 countries to understand cultural bias as it affects perceptions of brand and color. (2004)

Steve Diller and CEO Darrel Rhea in collaboration with Nathan Shedroff publish Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences (2006)

Cheskin releases an unprecedented video profile of US Hispanic teens produced from over 30 hours of video interviews, Nuestro Futuro: Hispanic Teens in Their Own Words (2006)

LiAnne Yu, Cynthia Chan, and Christopher Ireland publish the book China's New Culture of Cool, an in-depth look at China's new urban middle-class youth. (2006)

Cheskin becomes part of the global brand development and market insight company, Added Value Group, extending our reach around the world. The company is now known as Cheskin Added Value.(December 2007)