Based
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 -
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What is the consumer looking for? |
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What in the consumer's mind belongs to competition? |
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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
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