Consumer >> CEO Interviews >> December 20, 2004
DARREL RHEA is a Principal of Cheskin and a passionate spokesperson for
the design research industry. He has been a pioneer in incorporating
market research into the brand design and product development process.
Mr. Rhea is considered one of America's leading strategic design
consultant having extensive experience managing industrial design,
product development and innovation, graphic design, and brand identity
creation. His qualifications for this commitment include a degree in
design and psychology, many successful years in graphic design and
entrepreneurial endeavors, and over 20 years with Cheskin. Mr. Rhea is
recognized nationwide as one of a few select authorities on strategic
design research. He is a producer and leader of professional market
research, and corporate design management at leading corporations
including Pepsi, Kraft USA, General Foods, General Mills, Clorox, 3M,
Andersen Windows, Procter & Gamble, Pillsbury, Frito-Lay, AT&T,
Motorola, HP and many others. He lectures regularly with industry
organizations such as the American Marketing Association, the Design
Management Institute, the Industrial Design Society of America, the
American Institute of Architects and the Art Center College of Design.
He is an originator of The Cheskin Design Experience Model published in
The Design Management Journal, and has received the Jay Doblin Award for
design theory. Profile
the company and a picture of the things you are doing at the present
time?
Mr. Rhea: Cheskin is one of the original
