In this episode, Dr. Leigh George makes a compelling case against using demographic markers or a product-centric approach to try to build inclusive brands. Dr. Leigh George is a marketing provocateur, founder of Freedom--a brand and marketing strategy consultancy--, and one the few people on the planet with a PhD in branding.

Learn more about her un-agency Freedom: https://find-freedom.co/

In this 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.