Connecting with Consumers Using Deep Metaphors (fwd link)

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Connecting with Consumers Using Deep Metaphors

Published:	May 5, 2008
Author: Martha Lagace

Think of famous brands you know: Hallmark cards and Coca-Cola soft  
drinks, for example. What do these products have in common for  
consumers?

An emotional meaning that taps into thoughts and feelings related to  
the positive aspects of transformation, according to Gerald Zaltman  
and Lindsay Zaltman, authors of Marketing Metaphoria: What Deep  
Metaphors Reveal about the Minds of Consumers (HBS Press, 2008).  
Transformation is just one metaphor that finds expression in products  
that satisfy deeply held consumer needs and desires. Other metaphors  
they notice include balance, journey, and connection.

Access full article below:
http://hbswk.hbs.edu/item/5871.html