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
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