Thanks for this article @maverickfoo. This is really a great reminder. I always do this exercise in my branding workshops. I'll say,

"Close your eyes and just listen to what I say. I want you to think of 'elephants'. Now raise your hands if you already think of 'elephants'. Now open your eyes. How many of you when I say elephants, saw the word elephants? Raise your hands"

Usually the whole class would be quiet.

"How many saw an elephant or some elephants?" I would then proceed to the next question.

Most of the class or the whole class would raise their hands. So basically I would then explain,

"Most of us think in pictures. That's what give us mass and how our brains make sense of it. When we read words, they'll then be translated in our hearts and minds into some forms of visuals and feelings and even that can be turned into pictures. Branding is like that.."

So yeah, metaphor is really the way to go. It makes the whole message easy to relate to and provides clarity to the audience. Most of all, metaphor evokes emotion ;-)

Just like 'There's an elephant in the room.'

(Photo: Google)