Wednesday, March 19, 2008

The Biggest Picture

If perception is reality … what’s the reality of the perception?

Perception “may” drive sales but is what attracts reporters, analysts, investors, regulators, and, ultimately … customers.

Thought leaders, gurus, agencies, advertisers and spin-doctors -- all share the role of outsider.

The outsider is imploring their clients to align their insider interests with the outsider world –- the perception ‘out there’. This is the driving force behind all marketing operations – how to best command or diminish market attention.

The only way to answer that question is to understand market perception. Market perception is the way the world looks at you or away at something else.

Whether trying to land an appointment, place an ad, seal a partnership, or, craft a message, we need to know as much as possible about how we’ll be welcomed, dismissed, grouped, labeled or discarded by the big, outside world.

Perception thumbs its nose at the very idea of management or control – what’s the prevailing climate? What’s the reality ‘out there’? In effect – how do we square our internal realities with external markets?

Who’s the authority on that one?

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About attentionSpin

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attentionSpin is a consulting practice formed in 1990 to create, automate and apply a universal scoring system (“The Biggest Picture”) to brands, celebrities, events and policy issues in the public eye. In the Biggest Picture, attentionSpin applies the principles of market research to the process of media analytics to score the volume and nature of media coverage. The explanatory power of this research model: 1. Allows practitioners to understand the requirements for managing the quality of attention they receive 2. Shows influencers the level of authority they hold in forums where companies, office-seekers, celebrities and experts sell their visions, opinions and skills 3. Creates meaningful standards for measuring the success and failure of campaigns and their connection to marketable assets.