a guide to brand rituals
DESCRIPTION
A Guide to Brand Rituals by Michael Ash is a short collection of ideas and examples for how some of the world biggest brands make us emotionally attached to their products and services. These slides were originally presented during the second Innovative Evenings in Toronto, Canada.TRANSCRIPT
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)
