Free Small Arrow icons,Arrow icons,Arrow up icons,Arrow down icons
Free Small Arrow icons,Arrow icons,Arrow up icons,Arrow down iconsSmall Arrow icons
November 13, 2008
Free Small Arrow icons,Arrow icons,Arrow up icons,Arrow down icons
Free Small Arrow icons,Arrow icons,Arrow up icons,Arrow down iconsSmall Arrow icons
November 4, 2008
Deep Metaphors — HBS Working Knowledge
Connecting with Consumers Using Deep Metaphors — HBS Working KnowledgeDeep metaphors are basic frames or orientations we have toward the world around us. They are “deep” because they are largely unconscious and universal. They are “metaphors” because they recast everything we think about, hear, say, and do. Because deep metaphors shape the way we engage the world, an understanding of them is necessary to explain why we think and act as we do.
While relatively few in number, much like core emotions, each deep metaphor may take many different forms. For example, balance may involve social, psychological, physical, and aesthetic themes. The small number of deep metaphors, each with many variations, and often working together, constitute a silent but rich and powerful language of thought and expression.
It is a language that marketers must learn to speak if they are to understand and connect meaningfully with their customers.
