Thursday, June 21, 2018

Brands and Rituals

For most people, the mention of a ritual conjures up images of religious or even occult ceremonies. It might include robes, chanting, incense and even perhaps sacrifices upon an alter. But a more universal definition of ritual is something done in accordance with social custom or normal protocol. 

So all of the following might fall under the label of ritual:

  • Baptizing an infant
  • Buying a diamond engagement ring to propose marriage
  • Buying and decorating a Christmas tree prior to Christmas
  • Sending a birthday card to someone on his birthday
  • Carving a jack-o'-lantern for Halloween
  • Having an Easter egg hunt on Easter
  • Putting a child's tooth under the pillow for the tooth fairy
  • Serving turkey and cranberry relish for Thanksgiving 
  • Wearing a cap and gown and receiving a diploma upon graduating from high school or college
  • Sunday brunch with friends
  • Having a cup of coffee while reading the newspaper in the morning
  • Brushing your teeth after a meal or before you go to bed
  • Establishing a special date night each week
  • Saying grace before a meal
  • Summering in the same place year after year
  • Rubbing a good luck charm before a game
  • Having a standing lunch with a group of friends each month
  • Having a glass of wine with dinner
  • Having a nightcap before going to bed
  • Shopping at the Public Market every Saturday morning
  • Bowling every Wednesday night
  • Playing bridge every Friday night
  • Tailgating before a football game
  • Grilling in the summer

My question for you is, "In what ways could you establish your brand as an integral part of a ritual to achieve brand loyalty?" Put another way, "How could you make using your brand a habit by establishing it as an important part of an ongoing ritual?" For instance, could you associate your brand with picnics, Super Bowl parties, morning rituals, bedtime rituals, Sunday rituals, graduation rituals, weddings, birthday parties, Sunday drives, annual vacations, after work happy hours or some other repeated custom?

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