By Glen Peak, President
You can’t touch it or feel it, but it’s there. It’s not a pie chart, a graph, an ad or an endorsement. Yet it can encompass all those things. It can turn prospects into buyers and skeptics into believers. It’s the difference between brand X and brand Nike. I’m talking about the power of perception(SM).
Even if brand X makes a shoe every bit as good as Nike, it’s unlikely to net half the price—a disparity that hinges on perception. Granted, Nike has spent billions of dollars carefully cultivating its perception. But even a company with only a small budget can achieve visible results by controlling the way people view its brand. Which would you rather own: A watch? Or, a precisely crafted timepiece worthy of passing on to future generations? I’m sure you see what I mean.
So while your brand’s perception may not be something you can touch or feel, its impact will be clearly seen on your bottom line.
For a step-by-step guide on how to build perception, request a copy of our white paper, “Corporate branding.”