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.