Build Bridge Bond Method

The Build Bridge Bond® methodology for sustainable brand leadership is a scientifically substantiated management method for building strong mission- driven brands, brand trust and sustainable brand relationships.
The method sees a brand as the (trust) relationship between the brand (organization) and its users, stakeholders and public. It is the total (holistic) brand experience (thoughts, feelings and behaviors) that a user (collectively or personally) associates with the brand, derived from consistent beliefs and congruent values. Essentially, the methodology is about connecting people and brands based on sustainable trust.

Validated method
The Build-Bridge-Bond®-methodology is developed by H.S. (Erik) Schoppen in 2012, and investigated by him at the University of Groningen (Social and Behavioral Sciences) during his doctoral research into trust in sustainability (Sustainable Brand Trust). The methodogoly approaches brand management from a macro-economic, brand strategic and neuroscientific perspective, and is applicable for strategic brand and design management issues in which brand perception, brand experience and brand interaction also play a role.

Psychological and sociological insights
In addition to knowledge about sustainable leadership, stakeholder trust and consumer behavior, the method also provides psychological and sociological insight into the human decision making process, our emotions, motivations and motives. Human centered innovation, and an aligned brand policy, can lead to a greater awareness and engagement, stronger brand relationships and a more robust brand trust. Resulting in a stronger and pro-social brand, and a sustainable higher brand equity.

Neuroscientific approach
The methodology shows from a neuroscientific perspective the bridging stages to come from vision and purposeful core values (that form the basis of brand identity) to trust-based brand relations by meaningful brand interaction (brand dialogue), and positive user experiences (customer brand experience) that build long-lasting brand loyalty (brand reputation). The aim is to form an emotional bond with the user, by rewarding loyal engagement and trust-based choices. This approach provides insight in the human perception, memory systems and decision-making processes.

Three transition phases
The method essentially consists of three transition phases; the Build, Bridge and Bond phases. These phases partly overlap each other on the four brand pillars that give a brand physical, social and mental shape, namely Identity (brand appearance and perception), Positioning (brand meaning and cognition), Experience (brand response and behavior) and Loyalty (brand reliance and trust). The BBB-methodology views brand policy not only as a critical success factor (key driver of the business), but also as a guiding and behavioral change tool, focused on the end user both internal and external to the organization. In the BBB-structure, both perspectives (brand organization and user) are clearly visible.

[Brand Credibility]

Inform (from Purpose to Promise)
Build a meaningful and identifiable proposition, based on a sustainable vision, and pro-social values, benefits and purpose.

[Brand Consideration]

Influence (from Promise to Participation)
Bridge the mental trust gap by offering a solution that delivers a unique, relevant and rewarding experience.

[Brand Confirmation]

Involve (from Participation to Purpose)
Bond (by gaining trust) with stakeholders and customers by rewarding their loyal engagement
and trust-based choice.

Brand Identity
Brand Positioning
Brand Experience
Brand Loyalty

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