Metaphor id deep cuts
The absolute bedrock of metaphor theory is FLEXIBLE & BROAD applicability. That said, USEFUL is generally best served in TACTICS & SPECIFICS.
At Metaphor ID, our deepest well of experience is in working with BRANDS… big global brands, household name brands, brands that have been around before you or me.
This means, we’ve got a lot of USEFUL TACTICS & SPECIFICS for BRANDS.
If you’re a brand person, we’ve done a lot of the hard part of metaphor application for you. If you’re not a brand person, this blog might not be your jam. (Unless you happen to be a METAPHOR person, which we’d bet you are.)
bauhaus brand blueprint
A brand idea needs a compelling narrative if it’s got any hope of success. The good news is, most brands and ideas already have one. Generally, they just need to be stripped back to their core so people understand what they’re actually about.
Here’s how we recommend going about this:
build brands like bands
Myths persist that marketing builds emotional equity that drives people to buy… quite literally the opposite of what the data says. Especially in this age of data-obsession, why do these myths draw in marketers and, all-too-often, end up driving recruitment & penetration strategies?
We think advertising and marketing’s impact should generally be thought of more like someone becoming a fan of a band and less like someone being persuaded to change their mind.