Metaphoria: book

Marketing Metaphoria by Gerald Zaltman and Lindsay Zaltman describes how "deep metaphors" can help marketers better understand their customers.

https://www.amazon.co.uk/Marketing-Metaphoria-Metaphors-Reveal-Consumers/dp/1422121151/ref=sr_1_3?crid=2F92PJPCYTWY2&keywords=marketing+metaphoria&qid=1662314970&sprefix=marketing+metaphoria%2Caps%2C82&sr=8-3 

https://hbswk.hbs.edu/item/connecting-with-consumers-using-deep-metaphors 

Deep metaphors 

1. Transformation 

2. Resource

3. Container

4. Connection

5. Control 

6. Journey 

7. Balance 

others 

1. Force 

2. Movement/motion

3. Nature 

4. Systems