Why do advertising campaigns and new products often fail? Why do consumers feel that companies do not understand their needs? Because marketers themselves do not think deeply about consumer's thoughs and feelings. Marketing Metaphoria is a groundbreaking book that reveals how to overcome this "depth deficit" and find the universal drivers of human behavior that are vital to your company's success.

Marketing Metaphoria undresses the mind of the consumer to reveal the powerful, unconscious viewing lenses that shape what people think, hear, say, and do. These lenses are called "deep metaphor" and they populate the unconscious mind. Understanding how people use deep metaphors will help you develop new products, launch innovations, enhance purchase and consumption experiences, create engaging communications, and much more.

Drawing on thousand of one-on-one interviews, the authors identify seven primary deep metaphors. Knowing how they influence your consumers can have a huge effect on your sales and profits. Marketing Metaphoria describes how some of the world's most famous companies as well as small firms, not-for profits, and social enterprises have successfully leveraged deep metaphors to solve their marketing problems.

Because deep metaphors are everywhere in daily life, Marketing Metaphoria also provides insights into your own thinking and behavior. This book should convince you that everything you think and do is influenced at unconscious levels- and it will give you access to these deeper not only how you relate to your consumers but also how you interpret your own thoughts and actions.