A GUIDE TO BRAND RITUALS

WHEN PEOPLE THINK OF RITUALS

WHEN BRAND-CENTRIC PEOPLE THINK OF RITUALS

BRAND RITUALSare a set of repetitive behaviours, which help reinforce the beliefs and values of social groups.They are symbolic touch points.

CAN BE UNIVERSAL

United States

Thailand

CAN TRANSCEND THE MEDIUM

8,000 Additional Followers 6,224 Favourites 16,047 Retweets

@Oreo Blackout Reaction

CAN BE DISRUPTIVE

CAN SHAKE THINGS UP

CAN CREATE TRIBES

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35,000+ 85,883+ Followers2,200 15,000

SO WHAT?

This man playing a $3.5MM violin may be ignored tomorrow morning, but more people will stop to dunk an Oreo with their kid,

drink a Starbucks cup of coffee and check their Twitter feed.

INCEPTION OF BRAND RITUALSThe brain can condition us to any rituals or habits.Here are some basic guidelines:

1. Iconic behaviour exclusive to the brand   2. Easy to learn3. Adaptable 4. Transient (temporary - beginning, middle and an end)5. Contextual6. Adds to the brand narrative and can be embedded 7. A cue (movie theatre, exams, Christmas, cup of milk, social gathering)8. Does good (positive reward system)

MICHAEL ASH.CA@TheMichaelAsh | michael@michaelash.ca