on an understanding of the consumer value proposition,
a distillation of consumer understanding into a two-word
mantra that defines the brand's raison d'etre. Deceptively
simple, it is arrived at through complex, painstaking
analysis, that takes into account -
||What is the consumer looking for?
||What in the consumer's mind belongs to competition?
||What belongs to, or could uniquely belong to us?
To arrive at the Bridged Positioning
we need to first understand the Bridged Needs that the
brand would plug into i.e. the functional and psychological
benefits of a brand expressed by a single, unifying idea.
The bridged need usually embraces large groups of consumers
and represents a potentially viable big brand positioning.
E.g. Singapore Airlines - Hospitality; Colgate - Protection
In addition we would need to
formulate a discriminator - the best expression, presentation
or form of the chosen bridged need. A carefully chosen
discriminator allows the brand to appropriate to itself
a bridged need, by offering the most compelling way
of satisfying this need. Together this will give us
the Bridged Positioning for a brand.
E.g. Singapore Airlines - Oriental Hospitality; Colgate
- Trusted Protection