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Connecting with Consumers Using Deep Metaphors LS 533 William Fair Worford March 5, 2009
Deep Metaphors ,[object Object],[object Object],Why are deep metaphors important? ,[object Object],[object Object],[object Object]
Examples of Metaphors  ,[object Object],Coca-Cola’s “ I teach the world to sing ” Bringing diverse people together
Examples of Metaphors  ,[object Object],Michelin Tire  Baby in Tire  ad Invokes the Noah’s Ark analogy in terms of safety
The Two-way Street Consumers develop brand loyalty because the product consistently delivers and resonates emotional connection ,[object Object],I am giving Loyalty and I am getting Loyalty back What happens when The Two-way Street becomes a one-way? ,[object Object],I would not bank anywhere else…… I do not think the bank worries about me banking elsewhere. Excerpt from Marketing Metaphoria
Metaphors and Special Collections Libraries ,[object Object],[object Object],[object Object]

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Metaphors