PERCEPTION VERSUS REALITY – A BRANDING ENIGMA!
Ham on 09 15, 2008
SLEDGEHAMMER EXCLUSIVE: “Reality is merely an illusion, albeit a very persistent one.” Albert Einstein
‘Perception is Reality’ was actually first coined by Rolling Stone magazine some 20 years ago, who used it as a theme for an advertising campaign. The theme played off the idea that most people perceived Rolling Stone magazine as a publication that was read by druggies, hippies and rock fans, whereas the reality was that the magazine’s readership actually included very affluent, well-educated readers.
But theme of their message was also the basis of how advertising works: if you repeat a perception long enough, it can become a reality.
What others say about us, or our perception of what they think based on the reactions of others, tends to act as a mirror for how we see ourselves.
A lot of young people fall into this trap.
There’s a saying in advertising circles: “The more you tell, the more you sell.” You have to keep repeating the message because not everyone understands the message the first time they hear, see or read it.
Repetition is the fuel of the advertising money pump.
Things aren’t always what they seem. Marketers and magicians rely on this fact to make you see things – the way they want you too see them. Artists do too.
This belief that perception shapes reality has deep roots in magic, mystery and myth that is enjoying a virtual renaissance in recent times. The Harry Potter movies are but another example of the power of this idea. Harry Potter is not a fluke hit, but is a leading example of many of the most popular movies that promote this theme. Star Wars, Lord of the Rings, and a host of other movies, TV and books also fit into this category.
So does magic explain the perception that Avril Lavigne’s world tour The Best Damn World Tour is ‘too sexy’ because some individuals stereotyped singers with names like Avril to be such? Nothing could be further from the truth.
Can an entire government be changed based on ONE perception?
The suggestion by Mr Teflon, Datuk Seri Anwar Ibrahim, ‘self-proclaimed Prime Minister in waiting’, that Pakatan Rakyat will take over September 16 is the biggest perception wave ever to hit the imagination of al Malaysians!
Can this snowball into a reality and become a self-fulfilling prophecy?
The problem, of course, is that an over reliance on other people’s perception, and how it pertains to our self esteem, can lead to psychological issues.
Too much of a reliance on positive feedback from others puts us in the vulnerable position of creating an environment in which others can make or break us.
So do the perceptions about our Prime Minister defy the realities of his persona?
Those who slam him on his slumber may be the ones who are the dumber, as he continues to mystify his critics.
While he may have broken one of the founding tenets of the MSC with the ‘blocking’ of Malaysia Today’s blogsite, his recent statement during the launch of Bernama Web TV at his office confounds them even further, “The media should not be afraid of or feel apologetic in upholding the truth. Hold steadfastly to the principle of truth because the credibility of any institution depends on how strongly the institution upholds the truth.”
Or did he take a leaf out of McCann Erickson’s credo: Truth Well Told!
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hi ham,
i read your post with interest.
since i’m a foreigner who has enough trouble with his own country’s election featuring wild, gun-toting female vice presidential candidates and idiotic old white men, as usual i won’t comment on the political aspects of your post but wanted to offer this view in regard to the other points you wrote about:
success in leveraging consumer generated content online IS all about riding on the honest, open and transparent perceptions of others and in participating in conversations about them. in fact, there is massive power and influence inherent in this type of “social proof”.
of course i’m not talking about repeated, one way messages from the brand to consumers but i am referring to conversations from consumer-to-brand and from consumer-to-consumer about a brand.
all the latest behavioural polls and studies prove how much more effective opinions from friends and other people like ourselves are trusted versus messages that come only from brands.
should many local brands really continue to ignore the numerous advantages of running their own blog, even if some negative feedback might come through it? after all, isn’t it better to at least retain some control over a brand conversation online than to seed total control to others who will create conversations that are going to occur online anyway?
and what about the many ways that negative detractors on a brand’s blog can be turned around to become loyal brand fanatics?
could this be the first time ever that brands can take advantage of an opportunity where reality is indeed reality?
jeff zweig
chief guru, web guru asia
http://www.webguruasia.com
When talking about this topic, I can’t help but think if the way we as Malaysians have always done it so far, has been wrong. Our commitment to follow success is also our downfall.
We follow success in a very shallow and mechanical way. All the steps are usually taken without understanding the cause and affect each individual action has on a particular scenario/person.
Lets take for instance the world of advertising. We have seen Multi national brands and also local brands with international backing work very well in the local market simply because the scope of their success relies heavily on foreign investments and mega-huge scale commerce. For them, the perception and reality of branding is very tangible as it translates into financial gain, market share loss and longevity of the company. The graph moves in seconds.
Most local smaller local brands have a hard time sustaining their branding efforts simply because it is really advertising with no substancial experience or result adhering to it. The essence of branding isn’t captured.
In order to generate a robust local branding initiative, we have to come to terms with the perception and realities of advertising in Malaysia. Localised advertising rates can very well help a multitude of industries gain access to better margins. This will in turn increase further spending in advertising. We can’t live off of each other forever. We have to learn to co-exist.
Media owners have had good returns throughout a booming and sustaining economy. If businesses are going to lose money through the use of advertising, then the advertising medium will become obsolete. If people can’t communicate, things don’t get noticed and businesses fail. In other words, if we can’t tell, nothing is going to sell. What Hammer states is true. So this simply means Media Owners have to grasp the “God Choice”…be merciful, review rates and watch the market grow again…. or be oblivious and watch our local market dwindle to masters and slaves. Soon no more money can be made as the masters themselves have exhausted all resources.
One industry that would do well if ad rates go down, movies. Realise that movies in Malaysia do not invest in advertising, the big names do and they know this is the key to creating the perceptual value of the whole production. Many new filmakers overlook this and end up scrounging for a new budget for their next film despite making it good in the first one. The wrong perception that a good movie speaks for itself is delusional. Art cannot survive Commerce. A movie has to be sold in order for the masses to buy tickets.
Going back to basics isn’t hard, its just bruised egoes.
The truth is staring us straight in the eyes but can we handle the truth? Change is imminent!