The Power of Metaphor: Getting Inside the Minds of Your Customers

While relatively few in number, much like core emotions, each deep metaphor may take many different forms.

metaphor customers mind

Gerald Zaltman, an emeritus professor at Harvard Business School, and Lindsay Zaltman, managing director of research and consulting firm, Olson Zaltman Associates, believe that deep insights from consumers are essential for brands that resonate.

In their book, Marketing Metaphoria, they discuss the seven deep metaphors appearing most often across a variety of products ranging from the choice of motor oil for trucks to baby aspirin to home computers to the meaning of quality health care.

In an email Q&A with Martha Lagace, a senior editor of HBS

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