About the importance of perception

This can be an interesting casestudy : we have developed massmedia campaigns for Orange in Madagascar. Orange has its own communication territory with many corporate constraints. Some commercials were quite far from being basically understood by Malagasy people and this wasn't a problem at all. Concurrents (Celtel and Telma) have agressive promotional communication and strong graphical guidelines but a low tone of voice. What remains is that Orange is considered as an innovative, modern and aspirational brand and that's the most important : Orange is considered not as a mirror of everyday people's reality but well as a trendsetter who brings a country and its people higher.