Brand metaphors give your brand a three dimensional quality. They connect with customers at a deep, visceral level that could not be achieved through classical marketing techniques. Brand metaphors help you connect with your customers a subconscious level.
Metaphors are powerful communication devices in branding. They act as a lens to get people to consider ideas or concepts in new ways. How you place and use them will shape your brand making it easier to understand, easier to talk about, and easier to share.
Core metaphors are the linchpins of brand experiences. They span cultures, languages, dialects and countries. They are universal to all human beings, and the building blocks of our communications. LEAPJob uses the core metaphor journey in its brand architecture.
Metaphors are very powerful communication tools. They act as a lens, and get people to consider ideas or concepts in new ways. You create metaphors by combining two disparate ideas or concepts. For example, Seth Godin coined the term, "Permission Marketing." This is...
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