Client´s perception vs Consumer´s perception. A true deception.

As a marketing analyst, specializing in “Branding” of a product or image, the first obstacle of the process is telling the client his or her product, or even his image is not at par with what they thinks.  Lately, that  being the case with few of my prospective clients. It is not an easy task.  The image or the product might have been great at one point or another but there is a reason why they are not now. The client has set expectations of their brand and those can be hard to change. They are reasons why this products are not that as successful; the product is obsolete, consumer´s tendencies or trend have shifted, too much competition, and lastly pricing (most of the time it cheapens the product).

Thanks to modern technology, there are available tools (platforms, apps, forums, social media, etc.), which assist us in doing our job in recompiling the given information. It is more specific, real time and traceable. We literally can find out about the product or person, competition, what is being said or info. about your given targeted audience. All this information is key in branding and positioning your product or persona.

So, when trying to acquire a potential client, there will always be the fine line of telling like it is (always back up your argument with given facts). This will be the fundamental point in a good strategy and the beginning of a good business relationship. Otherwise if it fails, the blame falls on you and not the product. In my experience, the best strategy in a product placement is the combination of the needs and wants of the consumer with what the clients has to offer.  

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