FIND AN ANALOGY FOR THE PROBLEM

06. Find an analogy for the problem

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FIND AN ANALOGY FOR THE PROBLEM
  • This approach is especially useful when the problem that your brand solves is unfamiliar, uninteresting, complex, controversial or even unmentionable.
  • Cue the analogy.
  • Analogies work because our brains use patterns and shortcuts all the time to understand and deal with the world.
  • With the right analogy, you can make that problem feel fresh, relevant, comprehensible or socially acceptable.
  • The key to success is getting the connecting line just right, the one that links the analogy problem with the real world problem you want to highlight.
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