HAVE YOU PAID ATTENTION to the Hall...

HAVE YOU PAID ATTENTION to the Hallmark Card ads or seen the Coca Cola television blemish featuring a Buddhist monk meditating in a soccer stadium during a game? Or bought a bottle of Fabreze?

Fabreze is the odor-neutralizing spray fruit that wasn't even a brand category until Procter & Gamble launched it. In its first year, Fabreze generated $230 million in sales, twice what had been planed ZMET, the Zaitman Metaphor Elicitation Technique, helped that happen by dint of delving into and revealing consumers' unconscious wants.

ZMET--which meshes natural mediums from psychology to neuroscience plus linguistics and art theory to tap