Brand Perception · Shifting perception · Component
The target perception
The one belief being changed, and what it should become — one at a time, because changing several simultaneously changes none.
The deliverable
What it is
Perception change is slow and expensive per belief. Attempting several at once divides the effort below the threshold at which any of them move.
The target has to be stated as a belief rather than as a sentiment. “Seen as suitable for organisations of our size” is a target; “seen more positively” is not.
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 current belief
What people believe now, stated in their words.
3 attributes: Current belief · Share holding it · Segment
Learn
A target requiring people to hold the opposite of today’s belief will not be reached in any planning horizon.
The other components in shifting perception
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.
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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