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Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers by Lindsay H. Zaltman, Gerald Zaltman

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10

Deep Metaphors at Work

A Strategy for Workable Wondering

We have introduced you to seven giants living in the land of Metaphoria. If you want to overcome the depth deficit prevalent in consumer marketing and evidenced by failed product launches, ineffective marketing communications, and me-too research and development, then you must learn to identify and engage these giants. As more managers are discovering, understanding the rich functioning of the unconscious can help you achieve your marketing goals, but you must also engage in deep, disciplined, and imaginative thinking or what we call workable wondering. This chapter shows how the disciplined use of deep metaphors contributes to workable wondering and underscores the fact that deep metaphors ...

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