“We noticed in study after study all around the world that deep metaphors were the most powerful predictors of what customers think and how they react to new or existing goods and services. It was as if we had identified a secret code of thought, one that customers were unaware they were using. For any given topic, two or three basic deep metaphors would be highly relevant no matter how varied the set of customers or consumers being studied were in other ways.”
— Connecting with Consumers Using Deep Metaphors — HBS Working Knowledge
May 06, 2008, 5:14pm
