“Pour a bottle of Gallo into an empty 50-year-old bottle of French Burgundy. Then carefully decant a glass in front of a friend and ask for an opinion. You taste what you expect to taste.” -Al Ries
When it comes to Branding, perception is reality. I love this quote by Al Ries because it just goes to show you that what you see is what you get.
If I come across a small boutique shop that offers a glass of champagne as I shop and wraps my new purchase in black tissue paper, paired with an expensive feeling matte black bag, sprinkled with rose petals- I feel like I am getting a present. Of course the cost of the tissue paper, black matte bag, fresh roses and champagne are included in the price of my $250 shirt, and I am not getting a present…but it feels that way.
Feeling and Perception is what we are going for. This is not to say every brand should follow this elegant, upscale way of creating a perception. Brands can be anything, if you are going for a different audience than the upscale, hoity toity ladies and gentlemen, you may wrap your product in craft paper and slap a stamp on it then throw it like the Seattle Fish Market to the guest.
You create your perception, just make sure you are actively working to make a strong message that you want to OWN, no matter what the message may be.