Perception is something marketing people talk about all the time, as if people understand what it means and that the client also gets it. On the list of ‘ad-speak’ words that say everything, yet nothing, this concept is both a mystery and to some, a mathematical equation. Well, at least that’s my perception, of it, you might say.
So, there is something unique about this process of creating “perception”. If you believe what they say, you want it; you need it; you are going to work hard, very hard, to get it for your product or service. It might explain why Elizabeth Tayor’s fragrance “White Diamonds” was always a world wide best seller. It was perfect example of a celebrity taking the “essence” of her own creation and generating something tangible with it. Fame is certainly a key feature, but there was always something more in our perception of Elizabeth Taylor. She had, not only a history with us, her audience, but, she also had a vulnerability, that we connected with; she made mistakes, she had highs, and lows, but always, she emerged as a real woman who was eternally glamourous. At least, that was our perception of her. I use this example because the product itself, was not really conceived as a luxury product. But the “Perception” of it, created the idea of luxury. But, it was available to women everywhere at the department stores. Elizabeth wanted it that way. She took something that she had, that unique elixer of “perception” and put that into a bottle with a diamond stopper. It was magical and, still is one example of how a perception, can turn into worldwide sales.
What are the tools of perception? A great story, a great concept and most of all, the alignment of the branding “Stars” and we don’t mean “fame”. The art of Perception is something every marketer wants to define so that they can apply it to every situation. We think its elusive, magical, and comes from the same place that inspiration springs from; well, at least, that’s our perception of it.
Elizabeth Taylor, “White Diamonds”