SlideShare a Scribd company logo
1 of 33
Perception
Meet Jordan

              Hi
Jordan interprets sensory information to
          perceive the world.



                            Sight, sound, scent, taste

                                     Touch
Jordan has
 5 psychological
   tools he uses to
perceive the world.
Emotion
Experience   Emotion
Knowledge




    Experience   Emotion
Knowledge           Personality




    Experience   Emotion
Reason




Knowledge                    Personality




    Experience            Emotion
Lets try communicating
with Jordan and see what
        happens...
“That’s a nice shirt
     Jordan”
*This slide has notes
Jordan appeared to be
happy with that message;
       but why?
Emotion - Happy

                                           Experience - Jordan trusts that we
                                           have good taste in clothes

                 Reason
                                           Knowledge - Jordan believes he has a
                                           nice shirt on

Knowledge                    Personality
                                           Reason - Jordan appreciates the
                                           compliment

                                           Personality - Jordan thinks we’re
    Experience            Emotion          friendly


                                           Result - Jordan smiles, appreciates
                                           the compliment, believes we’re friendly,
                                           and will wear his shirt more often in the
                                           hopes of getting more compliments.


                                                                    *This slide has notes
The goal of
communication is usually
  to have an audience
perceive a message in a
      specific way.
Jordan would like to know how can you
ensure everyone perceives a message
           the same way?
You can’t




            *This slide has notes
But you can take steps to help prevent
           misperception.



    Clarity              Ambiguity
    Alignment            Confusion
    Information          Observations
    Examples             Anecdotes
    Logic                Emotion
Lets take Jordan and a
  group of his friends and
try to get them to perceive
  a message in the same
             way
Jordan   Elena   Yulia   Stas   Jason   Jackie
How will they perceive
   this Google ad:


    Dove shampoo will make your hair smell good.
                Get some today
Perception: Dove cares how I smell; if I click the link I’ll start
Jordan   smelling even better.


         Perception: Dove shampoo must smell good, next time I’m in
Elena    the drug store I’ll smell it.


         Perception: If it’s full of perfume it’s going to give me a rash, I
Yulia    need to stay away from Dove.


         Perception: Only girls care how their hair smells. I better not
 Stas    buy Dove.


         Perception: Good smelling hair is important; if it’s on sale next
Jason    time I need shampoo I’ll consider it.

         Perception: I bet that lady in my office with the overpowering
Jackie   hair-smell uses Dove. Why don’t they make scentless
         shampoo.
3 of them succeeded in
 perceiving the ad in a
   satisfactory way.


                   *This slide has notes
Examining the ad next to our checklist,
   where did we make mistakes?



    Clarity              Ambiguity
    Alignment            Confusion
    Information          Observations
    Examples             Anecdotes
    Logic                Emotion
How can we help align
    perceptions?



                  *This slide has notes
This should work better.

    Dove shampoo will make your hair smell clean
    without the use of harsh chemicals or perfumes.
             Click for some stories & Save!
You can avoid confusing
Jordan (and everyone else)
  by using standards and
    finite instructions.


                     *This slide has notes
Figuring out how a
particular person, or group
 of people will perceive a
 message is a tricky task.
The trick is to figure out
key perception indicators



                      *This slide has notes
Group A         Group B

Wants lots of   Wants lots of
information     interactivity




Group C         Group D

Wants a quick   Wants to feel
explanation     secure


                       *This slide has notes
Online, architecting an
optimal user experience to
 achieve a desired brand
 perception takes a well
       tuned team.
Extending that across all
media, and incorporating
 that desired perception
into core values across a
corporation takes strong
       leadership.
But if you do it, you’ll
create a performance
brand that’ll live up to
    expectations.


                     *This slide has notes

More Related Content

Viewers also liked

Marketing biscuits
Marketing biscuitsMarketing biscuits
Marketing biscuitsGaurav Singh
 
Marketing Management Project.
Marketing Management Project.Marketing Management Project.
Marketing Management Project.roomzkazi
 
Marketing Management Project Business Studies Class 12 CBSE
Marketing Management Project Business Studies Class 12 CBSE Marketing Management Project Business Studies Class 12 CBSE
Marketing Management Project Business Studies Class 12 CBSE Sahil Kumar
 
12th bst project on marketing management
12th bst project on marketing management   12th bst project on marketing management
12th bst project on marketing management Jasmeet Singh
 
Business Studies (Principles of Management) Project Class 12th CBSE
Business Studies (Principles of Management) Project Class 12th CBSE Business Studies (Principles of Management) Project Class 12th CBSE
Business Studies (Principles of Management) Project Class 12th CBSE Dheeraj Kumar
 
XII Marketing Project Work
XII Marketing Project WorkXII Marketing Project Work
XII Marketing Project WorkRahil Jain
 
Project on biscuits,business studies project work, 12 class business project ...
Project on biscuits,business studies project work, 12 class business project ...Project on biscuits,business studies project work, 12 class business project ...
Project on biscuits,business studies project work, 12 class business project ...Ravi Singh
 
Marketing management project on hair oil class 12th by faizan khan
Marketing management project on hair oil class 12th by faizan khanMarketing management project on hair oil class 12th by faizan khan
Marketing management project on hair oil class 12th by faizan khanFaizan Khan
 
Sample project -Marketing Management
Sample project -Marketing Management Sample project -Marketing Management
Sample project -Marketing Management Mamta Narula
 

Viewers also liked (9)

Marketing biscuits
Marketing biscuitsMarketing biscuits
Marketing biscuits
 
Marketing Management Project.
Marketing Management Project.Marketing Management Project.
Marketing Management Project.
 
Marketing Management Project Business Studies Class 12 CBSE
Marketing Management Project Business Studies Class 12 CBSE Marketing Management Project Business Studies Class 12 CBSE
Marketing Management Project Business Studies Class 12 CBSE
 
12th bst project on marketing management
12th bst project on marketing management   12th bst project on marketing management
12th bst project on marketing management
 
Business Studies (Principles of Management) Project Class 12th CBSE
Business Studies (Principles of Management) Project Class 12th CBSE Business Studies (Principles of Management) Project Class 12th CBSE
Business Studies (Principles of Management) Project Class 12th CBSE
 
XII Marketing Project Work
XII Marketing Project WorkXII Marketing Project Work
XII Marketing Project Work
 
Project on biscuits,business studies project work, 12 class business project ...
Project on biscuits,business studies project work, 12 class business project ...Project on biscuits,business studies project work, 12 class business project ...
Project on biscuits,business studies project work, 12 class business project ...
 
Marketing management project on hair oil class 12th by faizan khan
Marketing management project on hair oil class 12th by faizan khanMarketing management project on hair oil class 12th by faizan khan
Marketing management project on hair oil class 12th by faizan khan
 
Sample project -Marketing Management
Sample project -Marketing Management Sample project -Marketing Management
Sample project -Marketing Management
 

Similar to Perception

Calirol/ Nice \'n Easy Brand Acceleration Model
Calirol/ Nice \'n Easy Brand Acceleration ModelCalirol/ Nice \'n Easy Brand Acceleration Model
Calirol/ Nice \'n Easy Brand Acceleration ModelChappy_02
 
Narejohr counselling_british council_feb-2012
Narejohr counselling_british council_feb-2012Narejohr counselling_british council_feb-2012
Narejohr counselling_british council_feb-2012Rahila Narejo
 
Communication for success
Communication for successCommunication for success
Communication for successmin chan myae
 
Communication for success
Communication for successCommunication for success
Communication for successmin chan myae
 
Your Attitude Is Showing
Your Attitude Is ShowingYour Attitude Is Showing
Your Attitude Is ShowingThinkLars
 
Class monday feb7 the message
Class monday feb7 the messageClass monday feb7 the message
Class monday feb7 the messageKaren Darmon
 
Empathy In The Workplace
Empathy In The WorkplaceEmpathy In The Workplace
Empathy In The Workplacesuzy629
 
Getting Your Employees to Use Common Sense
Getting Your Employees to Use Common Sense Getting Your Employees to Use Common Sense
Getting Your Employees to Use Common Sense Common Sense University
 
Customers services - SEM Internship
Customers services - SEM InternshipCustomers services - SEM Internship
Customers services - SEM InternshipRoû MahMoûd
 
Emotional intelligence
Emotional intelligence Emotional intelligence
Emotional intelligence Preeti Bhaskar
 
UX As A Strategic Advantage: Designing Revenue | Fresh Tilled Soil Labs
UX As A Strategic Advantage: Designing Revenue | Fresh Tilled Soil LabsUX As A Strategic Advantage: Designing Revenue | Fresh Tilled Soil Labs
UX As A Strategic Advantage: Designing Revenue | Fresh Tilled Soil LabsFresh Tilled Soil
 
2012 sep09 Becoming Better and Communication Skills - Tirupathi Presentatio...
2012 sep09   Becoming Better and Communication Skills - Tirupathi Presentatio...2012 sep09   Becoming Better and Communication Skills - Tirupathi Presentatio...
2012 sep09 Becoming Better and Communication Skills - Tirupathi Presentatio...viswanadham vangapally
 

Similar to Perception (16)

Calirol/ Nice \'n Easy Brand Acceleration Model
Calirol/ Nice \'n Easy Brand Acceleration ModelCalirol/ Nice \'n Easy Brand Acceleration Model
Calirol/ Nice \'n Easy Brand Acceleration Model
 
Narejohr counselling_british council_feb-2012
Narejohr counselling_british council_feb-2012Narejohr counselling_british council_feb-2012
Narejohr counselling_british council_feb-2012
 
Communication for success
Communication for successCommunication for success
Communication for success
 
Communication for success
Communication for successCommunication for success
Communication for success
 
Your Attitude Is Showing
Your Attitude Is ShowingYour Attitude Is Showing
Your Attitude Is Showing
 
Class monday feb7 the message
Class monday feb7 the messageClass monday feb7 the message
Class monday feb7 the message
 
Empathy In The Workplace
Empathy In The WorkplaceEmpathy In The Workplace
Empathy In The Workplace
 
Be Tempting Guide
Be Tempting GuideBe Tempting Guide
Be Tempting Guide
 
Getting Your Employees to Use Common Sense
Getting Your Employees to Use Common Sense Getting Your Employees to Use Common Sense
Getting Your Employees to Use Common Sense
 
Customers services - SEM Internship
Customers services - SEM InternshipCustomers services - SEM Internship
Customers services - SEM Internship
 
Emotional intelligence
Emotional intelligence Emotional intelligence
Emotional intelligence
 
HOWTO Empathy
HOWTO EmpathyHOWTO Empathy
HOWTO Empathy
 
UX As A Strategic Advantage: Designing Revenue | Fresh Tilled Soil Labs
UX As A Strategic Advantage: Designing Revenue | Fresh Tilled Soil LabsUX As A Strategic Advantage: Designing Revenue | Fresh Tilled Soil Labs
UX As A Strategic Advantage: Designing Revenue | Fresh Tilled Soil Labs
 
Ei attorney general texas
Ei attorney general texasEi attorney general texas
Ei attorney general texas
 
Basics of a PSA
Basics of a PSABasics of a PSA
Basics of a PSA
 
2012 sep09 Becoming Better and Communication Skills - Tirupathi Presentatio...
2012 sep09   Becoming Better and Communication Skills - Tirupathi Presentatio...2012 sep09   Becoming Better and Communication Skills - Tirupathi Presentatio...
2012 sep09 Becoming Better and Communication Skills - Tirupathi Presentatio...
 

More from Jordan Julien

Introducing Hostile Sheep 2019
Introducing Hostile Sheep 2019Introducing Hostile Sheep 2019
Introducing Hostile Sheep 2019Jordan Julien
 
Outfitting: Integrating Product & Service Design with UX
Outfitting: Integrating Product & Service Design with UXOutfitting: Integrating Product & Service Design with UX
Outfitting: Integrating Product & Service Design with UXJordan Julien
 
Working with an Experience Strategist
Working with an Experience StrategistWorking with an Experience Strategist
Working with an Experience StrategistJordan Julien
 
What is UX, in 10 Slides
What is UX, in 10 SlidesWhat is UX, in 10 Slides
What is UX, in 10 SlidesJordan Julien
 
Experience Design Framework
Experience Design FrameworkExperience Design Framework
Experience Design FrameworkJordan Julien
 
Jordan Rules 1 Of 5 (re-upload)
Jordan Rules 1 Of 5 (re-upload)Jordan Rules 1 Of 5 (re-upload)
Jordan Rules 1 Of 5 (re-upload)Jordan Julien
 

More from Jordan Julien (15)

Introducing Hostile Sheep 2019
Introducing Hostile Sheep 2019Introducing Hostile Sheep 2019
Introducing Hostile Sheep 2019
 
Outfitting: Integrating Product & Service Design with UX
Outfitting: Integrating Product & Service Design with UXOutfitting: Integrating Product & Service Design with UX
Outfitting: Integrating Product & Service Design with UX
 
Working with an Experience Strategist
Working with an Experience StrategistWorking with an Experience Strategist
Working with an Experience Strategist
 
What is UX, in 10 Slides
What is UX, in 10 SlidesWhat is UX, in 10 Slides
What is UX, in 10 Slides
 
Risk Adverse
Risk AdverseRisk Adverse
Risk Adverse
 
Experience Design Framework
Experience Design FrameworkExperience Design Framework
Experience Design Framework
 
Social Ecosystems
Social EcosystemsSocial Ecosystems
Social Ecosystems
 
PANIC
PANICPANIC
PANIC
 
You're Online
You're OnlineYou're Online
You're Online
 
Giving Up Control
Giving Up ControlGiving Up Control
Giving Up Control
 
Jordan Rules 1 Of 5 (re-upload)
Jordan Rules 1 Of 5 (re-upload)Jordan Rules 1 Of 5 (re-upload)
Jordan Rules 1 Of 5 (re-upload)
 
Jordan Rules 2 Of 5
Jordan Rules 2 Of 5Jordan Rules 2 Of 5
Jordan Rules 2 Of 5
 
Jordan Rules 1 of 5
Jordan Rules 1 of 5Jordan Rules 1 of 5
Jordan Rules 1 of 5
 
CRM And Trust
CRM And TrustCRM And Trust
CRM And Trust
 
Faces Of Twitter
Faces Of TwitterFaces Of Twitter
Faces Of Twitter
 

Recently uploaded

TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024Adnet Communications
 
business environment micro environment macro environment.pptx
business environment micro environment macro environment.pptxbusiness environment micro environment macro environment.pptx
business environment micro environment macro environment.pptxShruti Mittal
 
WSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfWSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfJamesConcepcion7
 
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdfShaun Heinrichs
 
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfAPRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfRbc Rbcua
 
WSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdfWSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdfJamesConcepcion7
 
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdfShaun Heinrichs
 
Unveiling the Soundscape Music for Psychedelic Experiences
Unveiling the Soundscape Music for Psychedelic ExperiencesUnveiling the Soundscape Music for Psychedelic Experiences
Unveiling the Soundscape Music for Psychedelic ExperiencesDoe Paoro
 
Welding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan DynamicsWelding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan DynamicsIndiaMART InterMESH Limited
 
MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?Olivia Kresic
 
Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Peter Ward
 
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckPitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckHajeJanKamps
 
Memorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQMMemorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQMVoces Mineras
 
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...Hector Del Castillo, CPM, CPMM
 
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxGo for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxRakhi Bazaar
 
Investment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy CheruiyotInvestment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy Cheruiyotictsugar
 
Technical Leaders - Working with the Management Team
Technical Leaders - Working with the Management TeamTechnical Leaders - Working with the Management Team
Technical Leaders - Working with the Management TeamArik Fletcher
 

Recently uploaded (20)

WAM Corporate Presentation April 12 2024.pdf
WAM Corporate Presentation April 12 2024.pdfWAM Corporate Presentation April 12 2024.pdf
WAM Corporate Presentation April 12 2024.pdf
 
TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024
 
Corporate Profile 47Billion Information Technology
Corporate Profile 47Billion Information TechnologyCorporate Profile 47Billion Information Technology
Corporate Profile 47Billion Information Technology
 
business environment micro environment macro environment.pptx
business environment micro environment macro environment.pptxbusiness environment micro environment macro environment.pptx
business environment micro environment macro environment.pptx
 
WSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfWSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdf
 
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf
 
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfAPRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdf
 
WSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdfWSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdf
 
Japan IT Week 2024 Brochure by 47Billion (English)
Japan IT Week 2024 Brochure by 47Billion (English)Japan IT Week 2024 Brochure by 47Billion (English)
Japan IT Week 2024 Brochure by 47Billion (English)
 
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf
 
Unveiling the Soundscape Music for Psychedelic Experiences
Unveiling the Soundscape Music for Psychedelic ExperiencesUnveiling the Soundscape Music for Psychedelic Experiences
Unveiling the Soundscape Music for Psychedelic Experiences
 
Welding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan DynamicsWelding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan Dynamics
 
MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?
 
Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...
 
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckPitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
 
Memorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQMMemorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQM
 
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
 
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxGo for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
 
Investment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy CheruiyotInvestment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy Cheruiyot
 
Technical Leaders - Working with the Management Team
Technical Leaders - Working with the Management TeamTechnical Leaders - Working with the Management Team
Technical Leaders - Working with the Management Team
 

Perception

  • 3. Jordan interprets sensory information to perceive the world. Sight, sound, scent, taste Touch
  • 4. Jordan has 5 psychological tools he uses to perceive the world.
  • 6. Experience Emotion
  • 7. Knowledge Experience Emotion
  • 8. Knowledge Personality Experience Emotion
  • 9. Reason Knowledge Personality Experience Emotion
  • 10. Lets try communicating with Jordan and see what happens...
  • 11. “That’s a nice shirt Jordan”
  • 13. Jordan appeared to be happy with that message; but why?
  • 14. Emotion - Happy Experience - Jordan trusts that we have good taste in clothes Reason Knowledge - Jordan believes he has a nice shirt on Knowledge Personality Reason - Jordan appreciates the compliment Personality - Jordan thinks we’re Experience Emotion friendly Result - Jordan smiles, appreciates the compliment, believes we’re friendly, and will wear his shirt more often in the hopes of getting more compliments. *This slide has notes
  • 15. The goal of communication is usually to have an audience perceive a message in a specific way.
  • 16. Jordan would like to know how can you ensure everyone perceives a message the same way?
  • 17. You can’t *This slide has notes
  • 18. But you can take steps to help prevent misperception. Clarity Ambiguity Alignment Confusion Information Observations Examples Anecdotes Logic Emotion
  • 19. Lets take Jordan and a group of his friends and try to get them to perceive a message in the same way
  • 20. Jordan Elena Yulia Stas Jason Jackie
  • 21. How will they perceive this Google ad: Dove shampoo will make your hair smell good. Get some today
  • 22. Perception: Dove cares how I smell; if I click the link I’ll start Jordan smelling even better. Perception: Dove shampoo must smell good, next time I’m in Elena the drug store I’ll smell it. Perception: If it’s full of perfume it’s going to give me a rash, I Yulia need to stay away from Dove. Perception: Only girls care how their hair smells. I better not Stas buy Dove. Perception: Good smelling hair is important; if it’s on sale next Jason time I need shampoo I’ll consider it. Perception: I bet that lady in my office with the overpowering Jackie hair-smell uses Dove. Why don’t they make scentless shampoo.
  • 23. 3 of them succeeded in perceiving the ad in a satisfactory way. *This slide has notes
  • 24. Examining the ad next to our checklist, where did we make mistakes? Clarity Ambiguity Alignment Confusion Information Observations Examples Anecdotes Logic Emotion
  • 25. How can we help align perceptions? *This slide has notes
  • 26. This should work better. Dove shampoo will make your hair smell clean without the use of harsh chemicals or perfumes. Click for some stories & Save!
  • 27. You can avoid confusing Jordan (and everyone else) by using standards and finite instructions. *This slide has notes
  • 28. Figuring out how a particular person, or group of people will perceive a message is a tricky task.
  • 29. The trick is to figure out key perception indicators *This slide has notes
  • 30. Group A Group B Wants lots of Wants lots of information interactivity Group C Group D Wants a quick Wants to feel explanation secure *This slide has notes
  • 31. Online, architecting an optimal user experience to achieve a desired brand perception takes a well tuned team.
  • 32. Extending that across all media, and incorporating that desired perception into core values across a corporation takes strong leadership.
  • 33. But if you do it, you’ll create a performance brand that’ll live up to expectations. *This slide has notes