Connecting with Consumers Using Deep Metaphors
Consumer needs and desires are not entirely mysterious. In fact, marketers of successful brands regularly draw on a rich assortment of insights excavated from research into basic frames or orientations we have toward the world around us, according to HBS professor emeritus Gerald Zaltman and Lindsay Zaltman, authors of Marketing Metaphoria. Here’s a Q&A and book excerpt.
Content: Article | Authors: Gerald Zaltman, Lindsay Zaltman, Martha Lagace | Source: Harvard Business School (HBS) Working Knowledge | Subjects: Customer Related, Marketing / Sales