Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers them...
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reviews
Jun 30, 2009
Joe
rated it: 
Gave it three stars because I like the ideas. I like the precursor book, "How Customers Think" a lot more. The main idea is the concept of deep metaphors. These metaphors drive human behavior and span all cultures. From an advertising perspective, to the extent you can address the deep metaphors that are most important to a personality type, you will be more persuasive.
The problem is that it's hard to take practical ideas from the book if you don't have a million doll More...
The problem is that it's hard to take practical ideas from the book if you don't have a million doll More...
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