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From the Publisher"We're now hip-deep, if not drowning, in the 'experience economy.' Here's the smartest book I've read so far that can actually help get your brand to higher ground, fast. And it's written by people who not only drew the map, but blazed these trails in the first place. "
-Brian Collin s, Executive Creative Director, Ogilvy and Mather Worldwide Brand Integration Group
"This delightfully clear book is intended to help companies connect real people by placing meaning at the center of a company's "culture of innovation." With wit, intelligence, and humor, Making Mea ning is about as far as one can get from the rapaciousness of soulless consumerism. Louis Cheskin must be smiling!"
-Brenda Laurel, Ph.D., Distinguished Engineer, Sun Microsystems
"A visionary, eye-opening book that tackles the critical emerging question: When everything is possible, what is necessary? Authored by top leaders in the field, it is a must-read for anyone looking towards the future, for it brilliantly illustrates one of the promising keys to business success."
-Marco Steinberg, Associate Professor, Harvard University, Graduate School of Design
"Turning the ordinary into meaningful is at the core of this innovative book about how to enrich customer experience through powerful insights. It analyses universal meaningful experiences derived from global research. The marketing strategist, the brand manager, the market researcher, the designer, and many others will find in these pages inspiration for actionable improvement of products and services. Making Meaning holds the secrets of powerful marketing. Thank you, Steve, Nathan, and Darrel, for bringing this book to life."
-Felipe Korzenny, Ph.D., Director of Graduate Studies, Communication; Director of the Center for Hispanic Marketing Communication, Florida State University
"Making Meaning is a 'whole brain' innovation process that makes a whole lot of sense."
-Brad Caspe r, President and Chief Executive Officer of The Dial Corporation