The 5th P

      In any competitive market environment, all major competing brands will sooner or later achieve parity in the four Ps: product, price, place, and promotions.

      As this becomes more and more evident to the consumer, he starts making his own P: a distillation of all the other four.

      Perception ultimately determines the kind of relationship the consumer will have with you, your brand, and your company.

      Perception is shaped by the environment; media permeates the environment with communications initiatives; communications initiatives crystallize the decisions of the target audience.

      Perception is Reality.