IMAGE-PERCEPTION GAP

In this mini episode we talk image-perception gap-- a concept that is central to our empathy-led branding framework. There's a gap that exists between image (our internal understanding of our brands) and perception (how the brand is actually perceived externally). At grio, we believe that branding is the art and science of closing this image-perception gap. First, we have to be clear about who are as a company because only then can we have a shot at shaping and influencing others' perception. Next, we have to deploy enough empathy to understand how people form their perception.