Our difference
Building a brand is about building a perception
– nothing more, nothing less.Martin Lindstrom
The first structured procedure to develop the brand from consumer perception
Perceptioning®
Perceptioning® is the first structured methodology that allows companies to develop the brand from the perception they want to build in the mind of the consumer.
This is the most logical and simple way of branding.
Logical, because if consumers choose brands based on their perception, one should design the perception first and only then the product and communication, so as to consistently support the construction of the desired perception.
Simple, because it is resolved in three simple steps.
1.Positioning
First, positioning is defined through the cross-analysis of 3 factors:
- Company’s potential
- Trends
- Perceptions of competitor brands
2.Perceptioning®
Then the positioning is transformed into a perception through the definition of its 3 key values.
3.Implementation
Finally, the 3 core values are used as tracks to implement brand perception through its main expressions: product features, industrial design and communication.
The simplest and logical way to manage the brand building process
Over the past two decades, companies have begun to realise that developing a brand strategy is the most effective way to achieve marketing goals. However, “although more and more companies have put the brand at the centre of their strategy, very few have a clear idea of how to manage it.”
(Kevin Keller: “Brand Mantras: Rationale, Criteria and Examples Journal of Marketing Management, 15 – 1999.)
Until now, there has been a lack of a unifying perspective that would make branding actions converge towards a common goal. Perceptioning® offers this perspective, based on the logic that the consumer translates all company signals into a perception.
Perceptioning thus becomes the gravitational centre of all branding activities
