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Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers
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Binding: Hardcover
Dewey Decimal Number: 658.8342
EAN: 9781422121153
ISBN: 1422121151
Label: Harvard Business School Press
Manufacturer: Harvard Business School Press
Number Of Items: 1
Number Of Pages: 256
Publication Date: April 22, 2008
Publisher: Harvard Business School Press
Studio: Harvard Business School Press
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Editorial Review:
Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a groundbreaking book that reveals how to overcome this "depth deficit" and find the universal drivers of human behavior so vital to a firm's success. Marketing Metaphoria reveals the powerful unconscious viewing lenses--called "deep metaphors"-- that shape what people think, hear, say, and do. Drawing on thousands of one-on-one interviews in more than thirty countries, Gerald Zaltman and Lindsay Zaltman describe how some of the world's most successful companies as well as small firms, not-for-profits, and social enterprises have successfully leveraged deep metaphors to solve a wide variety of marketing problems. Marketing Metaphoria should convince you that everything consumers think and do is influenced at unconscious levels--and it will give you access to those deeper levels of thinking."An imaginative and insightful application of cognitive science to the world of business, rich with implications for both fields."-Steven Pinker, Johnstone Family Professor, Department of Psychology, Harvard University, and author, How the Mind Works and The Stuff of Thought."Marketing Metaphoria is one of the most fascinating business books I have read in a long time. A brilliant combination of deep insight and actionable advice, it will forever change how you think about marketing."-Daniel H. Pink, author, A Whole New Mind"Despite the availability of increasingly sophisticated methods, most customer relationships remain standardized, superficial, and lacking in informed customization. Through deep metaphors, the Zaltmans provide an insightful and provocative framework for identifying and learning from the implicit cognitive influences on customer decision making that can enhance and deepen intimacy and loyalty."-Gary W. Loveman, Chairman, CEO and President, Harrah's Entertainment, Inc."Any business seeking to build global brands should read the Zaltmans' groundbreaking work on metaphors. The universal power of deep metaphors crosses borders and generations, and enduring brands trade off this thinking, whether their owners know it or not."-Tom Long, President and CEO, Miller Brewing Company"A disruptive book that will change how you think about customer insights. The emotional power offered within these pages will energize you to dig deeper into your business and turn thin functional insights into rich emotional messages that will propel your business." -Donna J. Sturgess, Global Head of Innovation, GlaxoSmithKline"With the profound advances in psychology and neuroscience over the past two decades, I'm convinced that now is the time for practitioners to rewrite the 'principles of marketing.' Marketing Metaphoria transforms insights from the authors' research into a rich framework that will help you think more deeply about your consumers and develop more innovative ideas for action. Read it twice, then keep it on your desk for ready reference."-Bob Woodard, Vice President, Global Consumer and Customer Insights, Campbell Soup Company
Customer Reviews
Average Rating: 
Rating: - Get away from the marketing treadmill
On the treadmill of front-line marketing, it's easy to get caught up in the never-ending lists and deadlines, rather than stepping back to think more broadly and deeply about who we really are, who we're trying to reach and what we're really trying to accomplish.
As I read the Zaltmans' Marketing Metaphoria, it felt like a sudden holiday getaway that whisked me away from my lists and deadlines and into a calmer, almost meditative place. Readable and engaging, this book helped me step ... Read More
Rating: - Timely and much needed
The Zaltmans' new book can truly be described as insightful. By way of transparency, I should point out that I am priveleged enough to have Jerry Zaltman's endorsement on the back cover of my own recently released book, "Brand Meaning." Though I have never met him, I know Jerry to be an astute and visionary commentator on consumer behavior. Anybody who has read "How Customers Think" will know that. What "Marketing Metaphoria" illustrates so well is that only by probing deep into the way people think ... Read More
Rating: - Brilliant and well-needed resource for marketing
...as a professional who has introduced neuroscience into leadership, I can personally attest to the importance of "thinking more about our thinking" when it comes to why we do what we do. Though we all on some level know this, Zaltman has written brilliantly and pragmatically these sometimes forgotten truths that truly affect decision making. This is a classic!
Rating: - A Resource to Transform Your Thinking
By way of full disclosure, I was a graduate assistant for Jerry Zaltman when he was a Professor at the University of Pittsburgh. Naturally, I've followed Jerry's many publications for these past 20 years and have never found the time I've invested in reading his latest ideas less than incredibly worthwhile.
Interestingly, I bought this book based solely on the title and my expectation that it would be full of new ideas and insights about how using metaphors in marketing tactics would influence ... Read More
Rating: - Getting managers thinking
Another great book from Zaltman, with more excellent insights into the way people think.
I found it a more straightforward read than the excellent 'How Customers Think'. And it has an even blunter message for managers: "Start paying proper attention to how your customers really make their buying decisions, or miss out!"
As a metaphor elicitation specialist I was wowed by some of the fine detail, such as the description of the relationship between deep metaphor and emotion. But if ... Read More
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