Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers

About this book

Why do advertising campaigns and new products often fail? Why do consumers feel that companies dont understand their needs? Because marketers themselves dont think deeply about consumers innermost thoughts and feelings. Marketing Metaphoria is a groundbreaking book that reveals how to overcome this "depth deficit" and find the universal drivers of human behavior so vital to a firms success. Marketing Metaphoria reveals the powerful unconscious viewing lenses--called "deep metaphors"-- that shape what people think hear say and do. Drawing on thousands of one-on-one interviews in more than thirty countries Gerald Zaltman and Lindsay Zaltman describe how some of the worlds most successful companies as well as small firms not-for-profits and social enterprises have successfully leveraged deep metaphors to solve a wide variety of marketing problems. Marketing Metaphoria should convince you that everything consumers think and do is influenced at unconscious levels--and it will give you access to those deeper levels of thinking.