I have written in previous articles about the difference between an organisation’s or, indeed, individuals, optimum and actual brand. The optimum brand is what the target market needs to say about the organisation or individual needs to say about the organisation or individual (when they are not in the room) if sales and margins are […]

I have written in previous articles about the difference between an organisation’s or, indeed, individuals, optimum and actual brand. The optimum brand is what the target market needs to say about the organisation or individual needs to say about the organisation or individual (when they are not in the room) if sales and margins are maximised. The actual brand is what the target market is saying about the organisation or individual (when they are not in the room) – which is the determinate of what they will actually buy and what they will actually pay. This demarcation between the optimal and actual brand highlights the fact that consumer behaviour is determined by what they actually perceive, as opposed to what organisations or individuals what them to understand. Further, where the optimum brand is the reality – the demarcation between the optimum and actual brands highlights the difference between perception and…