by Drew Boyd | Feb 11, 2013 | Advertising Tools, Culture of Innovation, Design Thinking, Evaluation Ideas
The Metaphor is the most commonly used tool in marketing communications because it is a great way to attach meaning to a newly-launched product or brand. The Metaphor Tool takes a well-recognized and accepted cultural symbol and manipulates it to connect to the...
by Drew Boyd | Apr 4, 2011 | Attribute Dependency, Consultants, Culture of Innovation
The Metaphor is the most commonly used – and abused – tool in marketing communications, especially in western cultures. It is a great way to attach meaning to a newly-launched product or brand. But some approaches are more effective than others. The tool...