Metaphors

10 posts

Metaphors help you make complex, abstract or hard-to-feel problems easier to grasp by translating them into something more vivid, familiar and emotionally legible.

Personify the Thing at Risk

Six ways to let what stands to lose speak for itself.

4 min read

Personify the Product Truth

Six ways to turn the claim into a character.

4 min read

Personify the Problem

Six ways to give the problem a body, voice or face.

4 min read

Wordplay Metaphors

Five ways to make words - or the absence of them - do the work.

5 min read

Dramatise the Benefit

Five ways to make people feel what your product does. Not just understand it.

4 min read

Metaphors That Recode Thinking

Five ways to change how people think about your brand, your product or the world around it.

4 min read

Football Metaphors

The Beautiful Game Has Always Been More Than a Game.

3 min read

Celebrity Metaphors

Three ways that turn specific celebrity meaning into the proof.

3 min read

Media Metaphors

When the Medium Stops Carrying the Message and Becomes It.

3 min read

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