Perception wins, not the reality ...

World renowned branding specialist Al Ries' short talk on where customer preferences really will lie. It is what the product is perceived to be, not what it's reality is. Like putting a foot print in wet concrete, the original perception will remain and is hard to remove.

This larger-than-life scenario presents interesting lessons which can be taken into account by any business of any size. Any business can uniquely position itself to create more demand with a well prepared marketing effort, tailored for the specific company and industry.

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