Harness the power of brand rituals

Just read a nice presentation on brand rituals, from Jon Howard of Quiet Storm, via slideshare. Brand rituals can be a powerful form of brand property to use in creating distinctive memory structure and I posted on them a few years ago here. Jon defines a brand ritual as "a behaviour imbued with meaning, purpose and belonging".

Here are some key points from Jon's presentation.

1. Rituals create emotional connection

The slice of lime in the top of a bottle of Corona beer not only delivers a taste benefit, it also triggers emotional connection with a world of beaches and sunshine.

2. Rituals help drive behaviour

A ritual can help drive behaviour. For example, seeing other people in a pub drinking Magners cider in a large glass with ice might encourage you to do the same thing.

3. Rituals help create distinctive communication

Rituals can help create distinctive communication, with examples being "Have a break, have a Kit Kat" and the Guinness advertising "Good things come to those who wait", that dramatises the pouring of the Guinness.

4. Tips for creating a brand ritual

Jon gives 10 tips for creating a brand ritual, but here are my 3 favourite ones:

- Define the ritual: without clear definition the ritual will just be a loose habit, and so less distinctive

- Embed values: the ritual needs meaning, such as the lime in Corona being linked to beach life, otherwise its just a habit

- Anchor on an occasion: it helps to root the ritual in a need-state or occasion, such as Kit-Kat and the break in your day

In conclusion, brand rituals can be a powerful form of brand property to make your brand distinctive, but they need care and attention to create and then nurture them.

 

Comments

[az dui lawyer]

Setting your goals will cause more attention to the means to reach your goals, and help you make the effort.

[Bottega Veneta]

He urged the police to talk to the family and "give them some answers.

[Cheap Uggs UK]

This article is worth learning. There are many useful information in the world.

[beats by dre australia]

was uploaded to Christie's YouTube account (here), where it raced to more than 125,000 views by Wednesday

[shox nike pas cher]

Tack för att göra trovärdiga försök att ge en förklaring till detta. Jag känner mig väldigt robust ungefär det och vill bli informerad mer. Om det är OK, eftersom du uppnår extra intensiv visdom, kan du tankar lägga till extra tjänster som liknar detta en med mer information? Det kan vara utomordentligt bra och användbart för mig och mina kollegor.

[Maike]

I find a morning riutal very helpful to me. I am a stay at home and I find that when i get up early and get my day going that i am much happier and more focused. I also use a night time riutal that keeps me focused on my relationship with my Master. I do my positions and try to meditate every night before I go to sleep. I find it very helpful.

[Davy]

This is the best idea EVER. I wish I was able to be here for more of the planning, but I'll throw some ideas out there for chateriis:1) Growing Hope (since we have a few group members who are involved directly, and lots of foodies / people interested in sustainable food security)2) Habitat for Humanity (Local chapters are run independently and I think a few group build days in the late summer/fall would be amazingly rewarding for our group I know we had lots of fun last time!)3)Meals on Wheels of Michigan (Another one of those chateriis where we can go out and DO (as well as donate). I have worked with this organization before with my sorority to deliver meals and it is actually a TON of fun, the people are so sweet and appreciative!)

[hermes replica]

This is well-suited spell Asia, especially moment Hong Kong besides Singapore, http://www.totallysoaked.com/ rolex replica watches are due to omnipresent due to give instruction watches are prominence the US.

[jonhoward]

Thanks for the mention David. And glad you found it interesting. Think building in ritual is something many brands could benefit from (and do think there is a difference between emotive rituals and more functional habits...which also have their value). Just surprised more clients haven't explored it as an option.

[Phil]

The Captain Morgan Pose! Creating a fun & interactive brand ritual for all their drinkers.

[ryan]

This article is great and it reminds of me Oreo, how they encourage you to lick the fillings, and then eat biscuit with milk. I also wonder why Oreo doesn't come up with a milk product though.