Malcolm Brooks

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.