Building Brand Muscle
A Metaphor for Shortterm Effects and Longterm Results
Paul Feldwick BMP DDBIt 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...