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Driving Consumer-Centric Packaging and Product Innovation, with presenters Brian Wagner, co-founder and vice president of PTIS,  and Phil Roos, CEO of Great Lakes GrowthWorks.     Sensation Transference Brian Wagner: Back in 1997, I joined the Kellogg Company, and I was really fortunate to have an opportunity to lead an innovation initiative, starting with linking with the best-of-the-best globally, in terms of consumer insight specifically for packaging. And I worked with a son-in-law of this gentleman, Louis Cheskin, and unfortunately never got to know him. He passed away in the early 80s. But I subsequently read all of his books - and he wrote a number of books. He was just an incredible leader and coined the term “sensation transference,” which is really about looking at a product or a package and forming judgments around the qualities of what s inside it, of how it s going to perform, how it s going to work. And even in the case of packaging, how it s going to taste

United statesBob mcmathRon puvakPhil roosLouis cheskinBrian wagnerLakes growthworksKellogg companyArbor strategy groupProcter gambleContract packaging associationDriving consumer centric packagingProduct innovationGreat lakesMarlboro manFord mustang