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I’ve long thought that perception is reality. That is to say, that what the public/audience/viewer/consumer perseveres is the only reality that matters. Most people (and organizations) act and react based on what they think of themselves and not basing it on what other people and organizations think about them.
We can discuss messaging and branding as much as we want, but if it doesn’t take into account the perception (reality) of the target audience the best message will fail miserably. What we may feel is a no brainer or no big deal is a very big deal to the people we work with or serve. If we don’t take their thoughts and opinions into the planning of any campaign we are starting out on the wrong foot.
The Gap logo debacle is one example. Gap realized too late that they needed to find out what the consumer thought about the logo before deciding to make a change. I, for one, was shocked that a company so focused on their brand would change their logo and then be shocked at the backlash. It was as if there were no focus groups or surveys done — and if there were they didn’t talk to the right people.
What do you think? Is perception reality? Should we force messaging through based on what we want people to believe or based on what they already do?
We're All Just Stories in the End 
Perception becomes reality — it’s pretty much the default option unless a lot of tangible evidence is made relevant into the minds of the perceivers.
If there is no momentum, no movement, no discernible direction… then people forget or dismiss messages (or in the case of The Gap, outright reject them).
Everyone, and every organization, is always forcing a message. It’s only relevant when the messenger accounts for where the audience is at, but it’s only helpful if in making it relevant, it offers a direction on where the audience can go with them.
IMHO, it’s not either/or — it’s both/and.
Good points Aaron. And thanks for posting a comment! I don’t disagree at all. I seemed to be surprised a lot by all of the people/organizations out there (who should know better) than to not look at where the audience is at, or who they are. It’s happened everywhere from sports franchises to television networks.
I must admit that I get a little amused at times that some of the “Big Guys” who should know better seem to forget the basics. Maybe it’s wrong of me, but it’s nice to know that we all make mistakes.