ESCP Europe

This book 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 metaphors" and they populate the unconscious mind. Understanding how people use deep metaphors will help develop new products, launch innovations, enhance purchase and consumption experience, create engaging communications, and much more. Drawing on thousands of one-on-one interviews in more than thirty countries, the authors 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.