Making Meaning | Introduction

In a market economy characterized by commoditized products and global competition, how do companies gain deep and lasting loyalty from their customers?

The key is in providing meaningful customer experiences.

Writing in the tradition of Louis Cheskin, one of the founding fathers of market research, the authors of Making Meaning observe, define, and describe the meaningful customer experience. By consciously evoking certain deeply valued meanings through their products, services, and multidimensional customer experiences, they argue, companies can create more value and achieve lasting strategic advantages over their competitors.