1. © 2010 Planetaire AB THE POWER OF ANALOGIES, METAPHORS AND SYMBOLS

2. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 MARIO HYTTEN Swedish CEO, Planetaire AB, Sweden 35 years of communication through sports

3. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 Human cognition consists of analogy, metaphor, and conceptual blending (Hofstadter; Lakoff and Johnson 1980, 1999; Fauconnier and Turner 2002)

4. © 2010 Planetaire AB THE POWER OF ANALOGIES, METAPHORS AND SYMBOLS

5. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 TABLE OF CONTENT 1.Metaphors, Analogies, Symbols 2.Heuristics 3.Instinctively Sustainable

6. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 www.mariohytten.com

7. © 2010 Planetaire AB PERSUASION ADVERTTISING

8. © 2012 Planetaire AB ©copyrights Planetaie AB 2015

9. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 educating consumers about environmental issues, ethical consumerism, sustainable transport, combating exotic diseases, saving energy, combating the destruction of the ozone layer, managing water resources,recycling, internal production processes

10. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 CLOSURE Sales pitches Advertising messages Slogans All elicit ”closure”

11. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 Zero resistance to Brands

12. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 Do NOT seek to engage System 2 thinking

13. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 ©copyrights Planetaie AB 2012

14. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 One of the fundamental findings of cognitive science is that people think in terms of metaphors. (Lakoff, Don't think of an elephant, 2004)

15. © 2010 Planetaire AB If you cannot change the public's metaphors, then you cannot change how they perceive the facts (Jo Romm – Language intelligence )

16. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 “ ”When the facts don’t fit the frame, the facts get rejected, not the frame.” Susan Bale, The FrameWorks Institute

17. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 AN ORGANIC PROCESS Metaphors and analogies are generated through storytelling: -literature -entertainment -sports

18. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 Symbols are replaced by brands, therefore brands are perceived as innocuous.

19. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 Analogies, metaphors, symbols, are triggers for HEURISTICS

20. © 2010 Planetaire AB a committed belief Sum of your knowledge

21. © 2010 Planetaire AB Mental spaces

22. © 2010 Planetaire AB deliberate rational

23. © 2010 Planetaire AB

24. heuristic analogy symbol metaphor humor ambiguity, paradox

25. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 T Affect heuristic Halo effect Availability cascade Attribute substitution Framing heuristic Priming effect

26. © 2014 Planetaire AB Communicating through heuristics Explained in INSTINCTIVELY SUSTAINABLE. Rests on 5 pillars:

27. © 2014 Planetaire AB Affect Persuasion Copy or slogan Negative messages Aim for system 2 thinking Trigger affect Role models that lead by example Storytelling System 1 thinking AvoidUse exclusively

28. © 2014 Planetaire AB Brand Verbal communications Complex rationales Metaphors, analogies, symbols Rely on heuristics Enticing content Allow commercial brands to symbolize the message AvoidUse exclusively

29. © 2014 Planetaire AB Perennify One-off events Staged or scripted events Revolving calendar Embrace competition and controversy Authenticity, allow the narrative to take on life of its own AvoidUse exclusively

30. © 2014 Planetaire AB Tribalize Political tribes Tribes based on sports, teams, nationalities, sponsors Self-defined lifestyle AvoidUse exclusively

31. © 2014 Planetaire AB Immunize Greenwashing Ringfence to brands with proven sustainability credentials Halo-effect Self-policing AvoidUse exclusively

32. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 ends

33. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 QUESTIONS

34. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 When discussing high level thinking, is there something to learn from the psychological factors that affect the way that the public at large processes information?

35. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 CONCLUDING THOUGHTS How might these insights be utilized to further the advancement of knowledge today?

36. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 CONCLUDING THOUGHTS What are the ethical implications of an ever increasing understanding of the disproportional importance of subconscious thought and therefore subconscious communication?

37. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 Is scientific training sufficient to immunize scientists against these mental ambushes?

38. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 METAPHOR EXAMPLES

39. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 EXAMPLES The gun we hired wanted fifty grand The buses are on strike Nixon bombed Hanoi Napoleon lost Waterloo

40. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 EXAMPLES You’ll never get the university to agree to that The Senate thinks aboortion is immoral The White House isn’t saying anything Paris is introducing longer skirts this season

41. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 IDEAS ARE PEOPLE The theory of relativity gave birth to an enormnous number of ideas in physics. He is the father of modern biology. Whose brainchild was that? Cognitive psychology is still in its infancy.

42. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 IDEAS ARE RESOURCES He ran out of ideas. Don’t waste your thoughts on that. Let’s pool our ideas. He’s a resourceful man.

43. © 2012 Planetaire AB ©copyrights Planetaie AB 2015 Our ordinary conceptual system, in terms of which we both think and act, is fundamentally metaphorical in nature. (Metaphors we live by - Lakoff and Johnson)