The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics 490. Metaphors and Brand Connection
Apr 22, 2025
Malcolm Brooks, a specialist at Olson Zaltman, focuses on using imagery and verbal metaphors to tap into unconscious emotions. He discusses how metaphors shape consumer perceptions and influence marketing strategies. The conversation highlights the Zaltman Metaphor Elicitation Technique (ZMET) and its role in enhancing brand loyalty. Case studies, including Tropicana's rebranding and Harvard's donation strategies, demonstrate how effective metaphors can redefine brand messaging. They emphasize understanding deep metaphors to connect authentically with target audiences.
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Impact of Metaphors on Thinking
- Metaphors shape how we think and communicate, with about every 20th to 25th word being metaphorical.
- Misaligned metaphors create cognitive difficulty and confusion for customers in business interactions.
Metaphors Reveal Emotions
- Olson Zaltman researches unconscious emotions through metaphors, since we think in images rather than words.
- Metaphors convey feelings and meaning beyond literal language, revealing deeper emotional connections.
Metaphors Shape Perception
- People use metaphors to describe abstract experiences, often unconsciously, like "under the weather" for sickness.
- These metaphors link emotions to concepts, shaping perception and behavior deeply.