Beyond neuroscience

Date of publication: September 19, 2007

Company: Conquest

Author: David Penn

Abstract:

In the traditional model of brand communication, the consumer's mind is a blank page on which marketers can write whatever script they want. But communication is not a one-way process: new information conflates with existing emotions and metaphors to create personalised brand meaning. We engage with brands emotionally and express our feelings about them metaphorically. Metaphors provide a window on emotion and can be used to measure brand engagement and predict success.

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