Profit or lost, success or failure, fame or oblivion, acceptance or rejection it all depends on perception.

Bamisebi RichardPerception Architect

30th June 2015 Outright Communications

PERCEPTION IS REALITY, PERCEPTION IS EVERYTHING

What is perception?

Perception is the way in which something is regarded, understood, or interpreted.

Perception is Reality, Perception is Everything

- Oxford Dictionary

What is Reality?

It includes everything that is and has been, whether or not it is observable

or comprehensible.

Perception is Reality, Perception Everything

Let’s Consider the Following Pairs:

Perception is Reality, Perception is Everything

Which would you drink for breakfast?

vs.

Perception is Reality, Perception is Everything

Where would you rather bank?

vs.

Perception is Reality, Perception is Everything

Who would you rather meet?

Ladi Delano Aliko Dangote

vs.

Perception is Reality, Perception is Everything

Where would you rather live?

vs.

Russia USA

Perception is Reality, Perception is Everything

Who would you rather have as a friend?

You Him/her

vs.

Perception is Reality, Perception is Everything

The choices we made stemmed from our

perception.

Perception is Reality, Perception is Everything

Do this top-of-mind brands really have those perceived qualities

that made us choose them

Let’s see the facts

?

Perception is Reality, Perception is Everything

• Peak milk – Full cream and animal fat (high in cholesterol)Cowbell – Vegetable fat (low in cholesterol)

• Ladi Delano – Runs a billion dollar group of companies at 30.Aliko Dangote – Started his in his 40s

• GT Bank – Is 3rd in concentration ratio (depositors & assets)First Bank – Is 1st in concentration ratio

Perception is Reality, Perception is Everything

USA VS. RUSSIA

Perception is Reality, Perception is EverythingSauce: www.country-facts.findthedata.com

The TruthWhether or not the top-of-mind brands

possess these qualities we would still choose them.

The question becomes why?I found out a couple of reasons, but whatever the were, it still came down to the one same reason - perception!

This brought me to just one conclusion - that every human being lives within

his perceptual reality and we all make decisions and choices based on these

perceptions.Perception is Reality, Perception is Everything

How do we then Create a Perception that Keeps us

Top-of-Mind?

Perception is Reality, Perception is Everything

Perceptual Architecture

• Define core values.• Create or find a need.

• Properly define and choose target group.• Carefully study their norms.

• Fit need/brand within these boundaries.• Audit perceptions and make adjustments.• Understand that perception is not cast in

stone, it is about cause & effect and it evolves.

Perception is Reality, Perception is Everything

Cause & Effect

Perception is Reality, it's Everything Perception is

1st Scenario• Story: Tony, 21, male, wears dreadlocks,

has tattoos all over his right arm, has ear piercings, smokes, sags his pants and is always surrounded by ladies.

• Prevailing Perception: Tony is a flirt and a bad guy.

• Result: Some would avoid him, others would identify with him.

• Question: Are they right? Not necessarily. Is it real? Yes! In their eyes it is.

Perception is Reality, Perception is Everything

2nd Scenario

• Story: You’re the Head, Corporate Communications at Globacom Limited. You drive an Audi A8L. When on official assignment, you fly first class and you live on Banana Island.

• Prevailing Perception: You’re a big boy• Result: Access, name recognition, top of

mind.• Question: Are they right? Not necessarily.

Is it real? Yes! In their eyes it is.

Perception is Reality, Perception is Everything

3rd Scenario• Story: Authorities once declared the

earth to be flat (Dell Theory) and that when you go close to the cliff of the earth you could fall off and anyone who challenged this fact was persecuted - executed even.

• Prevailing Perception: We could fall of the earth’s surface.

• Result: Sea travel was limited.• Question: Were they right? No! Was it

real? Yes! In their eyes it was.Perception is Reality, Perception is Everything

The 5w’s of our decisions and choices would constantly be judged and

perceived.

Perception is Reality, Perception is Everything

Your Responsibility

Your responsibility is not to worry that you’re being judged and perceived but rather to begin to carryout a reverse engineering process following this steps:

1.Define your corporate/personal values.2.Choose your target audience/market.3.Study target.4.Develop a brand fit.5. Take action to position your brand and

sell.Perception is Reality, Perception is

Everything

This same process is what we employ to position brands for maximum success and profit.

Perception is Reality, Perception is Everything

Word of caution!

We must remember that first impressions last a lifetime and that once we appear

we cannot reappear.Therefore making the right first impression

is very important.At all cost, court attention and reduce

dissonance.

Perception is Reality, Perception is Everything

THANK YOU!

@bamisebie Bamisebi Richard

@bami_rich

Bamisebi Richard