Metaphors Are Forever : Prof. Ramesh Kumar S

In a marketplace where consumer attention is fleeting, metaphors remain a timeless tool for brands to cut through the clutter. ‘Metaphors Are Forever’, authored by Prof. Ramesh Kumar S, Marketing area, IIMB for ET’s Brand Equity, unpacks how metaphors transcend functional messaging to evoke emotions, cultural meaning, and lasting recall. Drawing on examples like LG’s unborn baby for ‘clean air’, Brooke Bond Taj Mahal’s link with classical music, and Red Bull’s “gives you wings,” the article shows how metaphors become emotional shortcuts that keep brands unforgettable.