Build Bridge Bond®

Methodology for sustainable brand leadership

Build purposeful leadership by creating meaningful
brand connections, resulting in sustainable growth.

Build Bridge Bond®

Building and Maintaining
Long-Term Brand Trust

‘All efforts should lead to the most important: building trust.
The essence of (brand) equity and (brand) leadership.’

Building Future-Proof Strong Brands

Build-Bridge-Bond® is a management methodology to build strong brands and sustainable brand relations.
Companies that invest in people and brands do not only have higher returns on investment, but
are also more successful in attaining their company's goals, both internal and external.
They understand that sustainable brand management leads to stronger
valuable customer relationships and a higher brand equity.

The Build Bridge Bond®-methodology
can help you achieving brand leadership

Building A Sustainable & Trustable Brand

'A sustainable brand is a brand that shares values and connects people, and has a future-focus on long-term goals. It is a meaningful, authentic, guiding, and connecting ‘anchor of trust’ based on sustainable growth with which all stakeholders can identify.' Discover why building meaningful and sustainable brand relations play a crucial role in organizations.

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Bonding with Trust, Empathy & Leadership

Our decision making is primarily based on (sub- conscious) automatic behaviour. This behaviour is stronger when it connects to what we already know. The methodology therefore not only provides insights into our emotions, motivations and decision-making processes, but also shows how to build trust, the essence of successful brand leadership - leading to stronger brand relationships.

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Books, Consultancy & Lectures

Get result driven brand knowledge from a strategic and sustainable perspective. Erik Schoppen is the inventor of the Build-Bridge-Bond®-methodology and gives lectures about brand management and sustainable brand leadership. Gain knowledge and fresh insights, presented with inspiring examples, tips, tools, and ideas, clearly and concisely condensed.

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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).
Furthermore the BBB method distinguishes three different brand modalities; Promise (explicit knowledge), Partaking (brand experience) and Purpose (core values & goals).

'In the real and virtual world we build brands.
But only in the brain we can build trust.
Therefore, the best place to invest.'


Erik Schoppen
Internal & External Transformation

The BBB methodology views brand policy not only as a critical success factor (key driver of the business), but also as a guiding organisational and behavioral change tool, focused on the end user both internal and external to the organization.
The Build Bridge Bond® method is based on an interlocking structure. The brand phases and brand pillars featured on the left are highlighted from the perspectives of both brand organisation and us. In the BBB structure, both perspectives (brand organization and user) are clearly visible.



BUILD
[Brand Credibility]

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

BRIDGE
[Brand Consideration]

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

BOND
[Brand Confirmation]

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

Brand Identity
[Perception]

All physical and mental impressions that represent the brand, based on brand image(ry) and (shared) experiences.

Brand Positioning
[Cognition]

The networks of distinctive associations that your brand occupies in the consumer's mind, maximizing brand knowledge and value(s).

Brand Experience
[Behavior]

All brand experiences and behaviors that elicit positive emotional responses and trigger automated routines.

Brand Loyalty
[Trust]

The motivation for committing to a brand creating brand value for the organisation and personal value for the customer.

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Educational Programs
Masterclasses & Lectures

More and more companies are realising that strategic brand management has become an indispensable component in developing a successful business and product strategy. Companies that invest in their employees, their customers and their brands achieve higher returns and are more successful in reaching company goals. They understand that brand leadership can lead to a more positive brand image, stronger brand relationships (brand loyalty) and a higher brand value (brand equity). Brand management is an extension and intensification for every professional dealing with company processes in which brands and brand relations play a role.

Discover the Principles of (Brand)Leadership & Trust

Participants not only gain knowledge on brand strategy and leadership, (corporate and product) positioning and brand portfolio management at the strategic level, but also gain insight into the perception, memory systems and decision-making processes of stakeholders. They understand how interaction (brand dialogue) between brand and customer is established and how this knowledge can be used to strengthen brand relationships, with the appropriate use of instrumental resources. How to create brand superiority in the mind of the consumer through the right brand associations, built by relevant and meaningful brand experiences.

A Fresh Perspective that Sparks Brand Innovation

Get result driven brand knowledge from a strategic and sustainable perspective. Gain knowledge and fresh insights, clearly and concisely presented, with hands-on tips, ready-to-use tools, and inspiring ideas. The duration of the course determines the degree of expansion and intensification of the subject. If you would like to attend the course with more people from your organisation, there is the possibility of Incompany Training (or organising thisin a different location). The day of the course is not only theoretical, but is also meant to gain strategic insights into the (brand and innovation) direction of the company and how to communicate this.

Gain insights working with the BBB method and BBB matrix

BRAND COURSE MODULES
+ Neurobranding: Brain & Behavior
+ Building: Identity & Positioning
+ Bridging: Trust Gap & Experience
+ Bonding: Trust Behavior & Loyalty
+ Leadership: Relations & Value(s)

During the course (1 day) we will be working with the BBB working sheet. This sheet can be viewed as an internal vision document, which holds the results of the course. This document can be used for internal purposes (such as fine-tuning to corporate vision, mission, corporate culture) and as a starting point for internal and external communication, brand building, brand management and marketing purposes.

The courses are lectured
by H.S. (Erik) Schoppen

As a consultant, innovator, author, and neuro- and behavioral scientist, he offers actual insights and uses in the field of cognition, perception and experience, brand management and brand leadership. As a lecturer and speaker he built up a reputation for his strong performances, inspiring people and organizations with his clear vision of a sustainable future economy. In his lectures (he also lectures at the Hanze University of Applied Sciences Groningen and University of Groningen), he combines insights in the field of psychology, neurology (perception, cognition and behavior), brand management, sustainable trust development and leadership (CSR).

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Publications & Models

Here you find books, papers and models in downloadable format.

Publication (Open Access)

The BBB methodology is published in the paper 'The Impact of Brands on People, Markets and Society - Build Bridge Bond Method.'

The BBB method deals with mental brand policy from a macro-economic, a brand strategic and a neuroscientific perspective – because brands and markets cannot exist without people. This publication is a abridged version of the book Build Bridge Bond (forthcoming).

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The Impact of Brands on People, Markets and Society
Build Bridge Bond Method for Sustainable Brand Leadership

This paper is a abridged prepublication of the book Build Bridge Bond, method for sustainable leadership and building future-proof trust (forthcoming).

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Book (Dutch)

The BBB methodology is published in Strategisch merkenmanagement, 4rd Benelux Edition

In the Dutch language edition Strategisch merkenmanagement, 4th edition (Keller, Heijenga, Schoppen, 2015), chapter 6 is completley dedicated to the method. The book is about building brands and creating brand equity, and what organizations need to know and do to manage brands succesfully. The book is the standard in the field of strategic brand management and brand leadership.

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Models
Build Bridge Bond
Workmatrix

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Build Bridge Bond
Method Overview

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Build Bridge Bond
Brand Modalities (EN)

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Build Bridge Bond
Merkmodaliteiten (NL)

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