Here's a simple illustration I did for social change presentations discussing brand gap. Interesting to think of brand gap in the context of social change and for the groups and organizations trying to bring it around: what is the distance between what you think of your brand value and what your publics evaluation of it. The further apart those perceptions and the worse time you're going to have in making a profitable change. This is especially true for social enterprises, who have to make sure that the people you're trying to help even want your help/product/service/charity in the first place. The thing has no value unless it gets used. First way to get a sense of whether or not they'll use it is to see just how much they think they can trust your brand. No trust, no change.
