(Thanks to Introworks for submitting this post. You can find this article at http://www.introworks.net/orangepapers/driving.html)
In marketing, perception means a lot. Everything, really. What your audience perceives of your company, product, service, competitors or category is FACT. This is not a revolutionary thought, yet it seems far too many folks rely on second-hand, what-we-think-they-think information as the basis for brand management. Get the facts (perceptions) and you can unlock a universe of valuable information to help you make more confident and insightful decisions about your brand.
Wow, what your audience will tell you.
