Perceptions can't be changed from "summary" of The 22 Immutable Laws of Branding by Al Ries,Laura Ries
Perceptions are like concrete. Once they harden, they can't be changed. This is a fundamental law of branding. You can't change the way people think about your brand overnight. It takes time and effort to reshape perceptions. Many companies make the mistake of trying to change perceptions too quickly. They launch new advertising campaigns or change their logos in the hopes of changing how people see their brand. But this rarely works. People have already formed their opinions about your brand, and it's hard to change their minds.
Instead of trying to change perceptions, it's better to work with them. Understand how people see your brand and find ways to strengthen those perceptions. Build on what people alr...
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