1. For example, a recent survey by the Association of National Advertisers found that 70 percent of all executives among leading advertisers believe that obtaining and using an in-depth understanding of their target audience was the single most important skill set lacking in their firms. Another study in 2006 by the Institute for the Study of Business Markets, Penn State University, conducted among sixty leading business marketers reported that the number one priority for business marketers is understanding customer needs and what customers really value.

2. Emily Eakin, “Penetrating the Mind by Metaphor,” New York Times, 23 February 2002; and personal communication with P&G executive, March 2004.

3. Other genetically encoded ...

Get Marketing Metaphoria now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.