Chapter 12: The Toolbox of On-Brand Exercises

1 Pete Wakeman at http://www.greatharvest.com.

2 J. I. Rodale, The Synonym Finder (New York: Warner Books, 1978).

3 Zaltman, How Customers Think, 32.

4 Zaltman cites a concrete example of this approach. "(A software company) trained help-line personnel to use movement and force metaphors during conversations with consumers ["Let's conquer the problem," "Let's get you going quickly," and "It's a slam dunk"]. The company also added the image of a lightning bolt near the help-line phone number on its packages and in its instructional materials. This image suggesting force and movement reassured potential purchasers that they could get fast, effective help when they needed it." Zaltman, How Customers Think, 95–96.

5 Zaltman, How Customers Think, 174.

6 "Grand Re-Brand," Sean Callahan B to B (April 24, 2000): 1.

7 B. Bachrach, "How to Influence Human Behavior," Executive Excellence, 12 (1995): 12–13.