Changing Perceptions

Changing Perceptions

At Lawson Dodd, we're in the business of changing perceptions. So we were fascinated to read Ben Goldacre's column in The Guardian this weekend.

He reported that when people are presented with scientific evidence that challenges their pre-existing views, they would rather conclude that the science is wrong than accept that their view may be wrong.

We think that this tendency could extend to perceptions of brands, products and companies too. This is a strong argument for using gentle persuasion to change perception, instead of a full-on assault.

A well planned and executed PR campaign that uses informative content to change consumer perceptions about a brand or product will be highly effective. A brand change or product launch that happens without this is unlikely to take off.