Brand Perception · Shifting perception · Component
The disconfirming evidence
What people must encounter that contradicts the current belief — because beliefs are revised by evidence, not by assertions that they are wrong.
The deliverable
What it is
A brand perceived as expensive does not become affordable by saying so. It becomes affordable when people encounter a price that surprises them, repeatedly, and draw their own conclusion.
Messaging ahead of the change is worse than saying nothing, because it confirms the adjacent belief that the brand overstates itself.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The exposure
How people actually come across it.
3 attributes: Channel · Reaches · Exposures needed
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Behaviour first, evidence available second, messaging third. Announcing early is the most reliable way to fail.
The other components in shifting perception
The target perception
The one belief being changed, and what it should become — one at a time, because changing several simultaneously changes none.
LearnThe horizon
How long it is expected to take, agreed before the work starts — because the organisation will lose patience before the market updates.
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