Laurel Group  |  Brand Development Advisors
 
As one of the world’s greatest behavioral experts, Dr. Louis Cheskin (1908~1981) devoted his career to understanding the persuasive power of visual symbols and images. His pioneering work for clients such as Henry Ford, Walt Disney, Ray Kroc, and Edwin Land conclusively proved that sensations created by visual impressions transfer directly to price elasticity, quality expectations, satisfaction ratings and value measures. For example, his research confirmed that the bright concentric circles on the Tide laundry detergent box help consumers feel it cleans their clothes better. He showed McDonald’s how to maintain premium pricing through the visual elements of their image. Dr. Cheskin’s work encouraged General Mills to adopt the spoon as a symbol for the Betty Crocker brand and sales doubled during the next twelve months. Although ignored by Henry Ford, Cheskin’s counsel that the Edsel would be a failure is one of history’s legendary proofs that consumer choices can be accurately predicted by measuring visual impressions. Laurel Group deems it essential to understand customer interpretations of brand symbols during their buying decision process to ensure expectations are consistent with the promises the brand makes to its audiences. With input from executives, existing research, competitive intelligence, franchisees, and management goals, we help clients identify the communication targets their brand identity must meet. We facilitate client teams to explore strategic options and we provide experienced direction to articulate their optimal brand promises. Because perception is marketing reality, our value to companies is clear: identify their communications goals, articulate their brand promise, focus the images that determine perceptions, and ensure their permanent visual assets work hard for them. All of the programs on this site have been directed by Laurel Group founder, David Canaan, during thirty years of brand identity consulting. “Perception is reality.” dr. louis cheskin Consumer Research Pioneer What we do are you looking at this transparent box from above or from below? Most people will easily see one perspective but have trouble seeing others without study. One’s perception of reality from the first view stops the mind from seeing other views. Understanding what individuals perceive as reality is essential to successful visual communications. Imagine the illustration above as a three dimensional drawing of a transparent box. Is plane “A” the open top and are you looking down into the box or is “B” an open bottom and are you looking up into the box? Perhaps you just see the corner facing you and both the top and bottom are in the background
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