Metaphors
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Metaphors

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Metaphors Metaphors Presentation Transcript

  • Connecting with Consumers Using Deep Metaphors LS 533 William Fair Worford March 5, 2009
  • Deep Metaphors
    • What are deep metaphors?
    • Basic frames or orientations we have towards the world
    Why are deep metaphors important?
    • Best way to know content emotion
    • Foundation for brand stories people create based on marketing communications
    • Basis for developing new product concepts and retooling strategies
  • Examples of Metaphors
    • What, to your mind, are a few effective marketing campaigns that have utilized knowledge of deep metaphors ?
    Coca-Cola’s “ I teach the world to sing ” Bringing diverse people together
  • Examples of Metaphors
    • What, to your mind, are a few effective marketing campaigns that have utilized knowledge of deep metaphors ?
    Michelin Tire Baby in Tire ad Invokes the Noah’s Ark analogy in terms of safety
  • The Two-way Street Consumers develop brand loyalty because the product consistently delivers and resonates emotional connection
    • Harvard business school emphasizes product loyalty as a reciprocal process.
    I am giving Loyalty and I am getting Loyalty back What happens when The Two-way Street becomes a one-way?
    • While consumers may continue to use those brands, and remain loyal due to certain standards, loyalty is fragile.
    I would not bank anywhere else…… I do not think the bank worries about me banking elsewhere. Excerpt from Marketing Metaphoria
  • Metaphors and Special Collections Libraries
    • Portraying a deep metaphor of trust can yield repeat patronage and loyalty.
    • Collaboration between a loyal, educated patron and Special Collections librarian leads to a positive modification and innovation in service.
    • The challenge for Special Collections Libraries is to establish and gauge metaphors that will resonate with patrons needs and desires.