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Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers [Hardcover]

Gerald Zaltman , Lindsay H. Zaltman

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Book Description

April 1 2008
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.

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Product Details

Product Description

About the Author

Jerry Zaltman is a Professor of Marketing at Harvard Business School and a fellow at Harvard University's interdisciplinary Mind, Brain, Behavior Initiative.

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews on (beta) 4.5 out of 5 stars  17 reviews
27 of 28 people found the following review helpful
3.0 out of 5 stars Much less than expected Aug. 26 2009
By Felipe Korzenny - Published on
Format:Kindle Edition|Verified Purchase
I have read Gerald Zaltman's work over the years. Sometimes he has made real important contributions. This time I am afraid to say that he promises something he does not deliver.

His (their) "metaphor" approach is supposed to be the subject of the book. But instead of sharing how to go about uncovering metaphors, the authors spend their time reverse engineering commercials and providing ex-post-facto explanations that justify the "theory" of deep metaphors. Qualitative market researchers have been asking consumers for metaphors since I can remember. For about 30 years I have asked consumers to tell me "what is it like to" do something, etc. Consumers do respond with metaphors that can be very useful. So, what is so proprietary about this approach? To be fair the book offers a taxonomy of metaphors. But the taxonomy does little to help the marketer actually connect with the consumer (unless you buy their consulting services). Because metaphors work in-context, and in-culture, not in a vacuum. The authors attempt to erase the importance of culture by claiming that understanding universals is enough. That contributes to marketing misconceptions instead of advancing the discipline.

I would like to caution readers that this approach to attract clients to their practice is unlikely to advance our understanding of consumer behavior. Post-hoc rationalizations can be interesting, but anyone can explain past events. The problem is predicting them.
19 of 19 people found the following review helpful
4.0 out of 5 stars Only one criticism kept this from being a five star review May 13 2008
By Dave Lakhani - Published on
Let me start by saying I think that Gerald Zaltman is a marketing genius and I love all of his work including this book.

His detailed explanation of the deep myths that are effective in advertising and creating stories that sell is impressive. His research is clearly deep and insightful. But, he doesn't give a clear path to illiciting metaphors in your own group (he uses his proprietary process, Zaltman Metaphor Elicitation Technique) and he gives more information about that in his previous book "How Customers Think." He also doesn't give a clear outline of how marketers might implement his findings in their own work. I'd like to have seen more specific examples around how you can apply these techniques in the stories you create.

This book deserves deep study though for the metaphors he idendifies and the motivating examples he uses to demonstrate each metaphor. With a little thought, creattivity and experimentation you'll be able to figure out how to apply them to your own creative and to your strategies.

The book is very easy to read and understand and in typical Zaltman fashion he makes very detailed research easy to understand and read. This along with his previous book should be on your regular research shelf. I realize I'm being a little picky about my criticism of this book but I'm so used to walking away feeling like I have new immediately implementable tools and this time I felt great but like he'd left some of his magic out and I missed it.

Get this book, you'll be very happy you did.
6 of 6 people found the following review helpful
5.0 out of 5 stars A Resource to Transform Your Thinking June 2 2008
By Michael McCarthy - Published on
Format:Hardcover|Verified Purchase
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 consumer behavior. While this book does cover material related to that sort of thing, it really covers so much more. The first two chapters on thinking deeply, "Workable Wondering" and focusing on consumer similarities set the stage for how to take the insights and ideas from the next 7 chapters (one per each deep metaphor) and incorporate them into your own thinking. The last chapter ties things together and presents a number of ideas for how Deep Metaphors may influence a number of marketing strategies and tactics.

This book is written to stimulate your thinking about how Deep Metaphors apply in many areas of marketing and consumer behavior. It doesn't present a list of "to dos" or lay out a plan of action that you should follow. Instead, you'll find yourself seeing what you, your consumers and your competitors do in a new light.
5 of 6 people found the following review helpful
5.0 out of 5 stars Get away from the marketing treadmill Aug. 13 2008
By Julie Curtis - Published on
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 back and reflect on the great metaphors that make humans tick. The Zaltmans' genius is in not only identifying these metaphors, but also helping the reader understand their relevance in marketing and communication strategy. The book does a beautiful job illustrating how "deep metaphors" are the story elements and images that create meaning and purpose in people's lives. With many great examples they also illustrate how insightful marketers can use these deep metaphors to create meaning and purpose for companies, brands and products in people's lives.

Like any great holiday getaway, at the end I was not only refreshed and rejuvenated, but I was changed for the better. This book's vivid examples and passion for the subject make it irresistible for marketing professionals to look for themselves, their customers, brands and companies amongst the metaphors - and to begin "deep thinking" about their work.

For anyone interested in more than just superficial communication, marketing, image or brand, this book will provide gratifying insights that change how you understand and craft the stories you tell.
3 of 3 people found the following review helpful
5.0 out of 5 stars Timely and much needed Aug. 9 2008
By Mark - Published on
The Zaltmans' new book can truly be described as insightful. 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 about and view the world around them can one hope to connect with consumers in a visceral and enduring way. The book provides a framework for identifying such "implicit cognitive influences" (see back cover) - here in the form of deep matephors - and that is what makes it important reading.

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