R R Left brain reality vs. right brain perception, cont’d What’s a Hyundai? • Ask anyone and they’ll say, “A car company that’s doing great because it’s inexpensive and has a great warranty” • Management changed the “reality” of the brand by introducing the Genesis and Equus • But, they couldn’t change the perception “Hey Honey, I’m getting you a $75,000 Hyundai instead of a Mercedes‐Benz” • How will that go over? • Perception vs. reality 6 6 Genesis: $40,000 Equus: $75,000 Sonata: $21,195 ‐ $27,595