What is a Bridge Brand?

Some of the most interesting (and profitable) consumer brands are Bridge Brands. Successful Bridge Brands have a distinct, even quirky quality that makes them extremely memorable. They have a youthful quality combined with a degree of maturity that makes them palatable, and even attractive to a variety of age groups. There is a sense in the successful Bridge Brand that it makes up its own universe—one where it is the center and the salvation. This can create powerful loyalties and extremely strong lifetime brand relationships. The successfully conceived Bridge Brand is certainly much more than just a stepping-stone—it is a destination experience.

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