Building the Brand Muscle: A Metaphor for Short-term and Long-term Results

Paul Feldwick uses the metaphor of going to the gym and building muscle to illustrate short and long term brand building.

Building Brand Muscle

A Metaphor for Shortterm Effects and Longterm Results

Paul Feldwick BMP DDB

It has been suggested that new scientific theories indeed any problemsolving evolve out of a process of metaphorical thinking. A new way of imagining the world is triggered by the imaginative leap, 'maybe this is a bit like that', and so a new hypothesis is created.

In the seventeenth century Robert Boyle, trying to describe the behaviour of gases, referred to them as 'elastic stuffs'. By suggesting a gas might behave like a spring, he was able to imagine and construct...

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