The fact that there is an infinite number of story variations is quite beside the point: the total number of fundamental stories exhibited by successful brands is just seven. This means that all successful brands fundamentally employ just one of seven archetypal behaviors in their design.
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.
