brandknewmag.com
40
Marketing Metaphoria
By Gerald Zaltman and
Lindsay Zaltman
Perhaps the most effective way to communicate
complicated thoughts, ideas, or emotions is
through metaphor. And metaphors are part of
that complicated soup of memories, fears, and
sanctuaries known as the subconscious—that
abyss of the brain coveted by branders, marketers,
and advertisers across the globe. In Marketing
Metaphoria authors Gerald and Lindsay Zaltman
delve into the “deep metaphors” that influence
human, and consumer, behavior. By tracing the
roots of the unconscious mind to the seeds of
the “seven giants” of deep metaphors—balance,
transformation, journey, container, connection,
resource, and control—the authors provide a
psychological map for industry experts who truly
wish to explore insightful and innovative ways to
reach consumers.
Brand Prototyping: Developing
meaningful brands
Carl Jung, brand strategist? Author Michel Jansen
argues that the Swiss psychiatrist’s theory of
archetypes—that human behavior can be traced
to instinctive urges—can be applied to brand
identity.
Jansen introduces a dozen Jungian archetypes—
such as sage, creator, jester, and lover—along
with examples of brands from each. A brand’s
archetype relates to (and provides a way to
maintain and further develop) the customer’s
relationship with the brand—without confusing or
alienating that customer.
By Michel Jansen
The Complete Idiot’s Guide to
Guerrilla Marketing
Branding for Dummies
In this “Dummies” take on our favorite subject, the
authors—a business strategist and a brandingfirm founder—deliver a branding overview and
step-by-step instructions on building, launching,
maintaining, and protecting your brand.
Those who know the basics can skip to the
section listing branding truths (“experiences
trump messages”), mistakes (“asking your brand
to stretch too far”), and traits of the world’s
most valuable brands (“allegiance from the top
down”). The book concludes with an appendix of
resources that includes H