Metaphors

2,411 views

Published on

Published in: Education, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
2,411
On SlideShare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
17
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Metaphors

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

×