Let’s dive into an intriguing tale that reveals the quirks of human perception. It all starts with Joseph Banks, not the men’s clothing store but the botanist who joined Captain James Cook’s 1770 voyage to explore the uncharted territories of Australia. This story not only sheds light on early European contact with indigenous Australians but interestingly offers profound insights into the challenges faced by brands when they make changes to their consumer proposition, visual identity, and other brand touchpoints.

Joseph Banks, aboard the sailing ship Endeavour, embarked on a journey that would forever change his perspective. As they sailed along Australia’s eastern coast, Banks noticed something quite puzzling. The local indigenous people appeared completely unfazed by the presence of their odd vessel, which measured an impressive 106 feet in length with a full rig of sails. On April 28, Banks recorded in his journal an incident that would become legendary. Local fishermen, completely engrossed in their own activities, barely glanced at the Endeavour as it passed within a quarter of a mile of them.

Banks, who was expecting a reaction, took this apparent indifference personally. He found it hard to believe that these people, who presumably had never seen such a ship before, wouldn’t pause to marvel at its presence. However, things took a dramatic turn when the crew attempted to land on the shore. The locals resisted, even going so far as to confront the crew members with weapons.

In hindsight, this story can serve as a metaphorical reflection of the challenges brands face when they introduce changes meant to elicit a response from the marketplace or even their customers. Just like the indigenous people’s reaction to the Endeavour, consumers often react with indifference or resistance to brand changes, even when those changes are substantial and groundbreaking.

The indigenous people’s behavior can be seen as a practical adaptation to their environment. They focused their attention on elements that directly affected their survival and well-being. This suggests that they prioritized immediate, tangible concerns over new but non-threatening phenomena.

In the world of branding, this means brands need to acknowledge that consumers have their own immediate priorities and concerns. Changing a brand’s visual identity or consumer proposition seldom triggers the awe and fascination one might expect. That said, consumers are more likely to respond positively when changes align with their immediate needs and desires.

The Endeavor story highlights a fundamental aspect of human nature – selective perception. We tend to ignore or dismiss things that don’t immediately fit into our existing framework of understanding. This is our way of coping with the constant influx of information in our environment.

For brands, this underscores the importance of well-communicated change. Brands should bridge the gap between the existing brand perception and the proposed newness by being both bold and tempered- not an easy thing to do. Bold in making the change compelling to trigger novelty, yet tempered by making the changes fit the framework of understanding of the audience. The enthusiasm we have when we change our brand is not going to be proportionate to the consumers; they may not immediately embrace the changes, and sometimes resistance is a natural response.

However, these moments of resistance can be uncovered through consumer research and piloting new concepts. As much as strategy and design can and should play the role of the consumer in the creative process, it is difficult to fully immerse in their lives and anticipate every nuance. Brands can use these moments to learn, adapt, and broaden their perspectives and introduce change with a better chance of success.

The Joseph Banks story serves as a reminder that our perception is often limited by our comprehension and immediate concerns. Brands looking to make changes must navigate this terrain with sensitivity and an understanding of their audience’s practical priorities. Just as the indigenous people’s response evolved over time, brand changes may take a bit more time to be fully accepted and appreciated. The key is recognizing that our grasp of reality is limited. Embracing the challenges of change is part of the process. When we throw a boulder in the water and only get a ripple, don’t despair. What we often see is that the initial ripples of change end up becoming big waves, especially when we have done the work.

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