There’s a saying that you’ve probably heard time and time again. It goes something like, “perception is reality,” and it usually means whatever someone sees or feels to be valid — regardless of whether it is or not — is their truth.
In the digital space, the truth of the matter is no brand owns its perception 100 percent; ownership falls into the hands of the consumer. And to take that truth just one step further, the perception of a brand lives and dies in the mind of the consumer. That’s a pretty powerful position.