Create A Ritual Around The Usage Or Consumption Of Your Brand!

A brand can enhance its perceived appeal -and in some cases command a higher price point- by trying to create a ritualized behavior around the brand’s actual consumption or usage. In fact, research from the Harvard University shows that people who ritualize their consumption (or use) of a brand find the experience more rewarding and enjoyable and are willing to pay more for the brand. This can be as simple as the ritual of unwrapping a piece of chocolate before eating it. Ferrero Rocher, for example, is a master at packaging its products to create this sense of anticipation through a ritualized behavior.

Branded rituals differ from consumer rituals in that they are specific to the brand and its use or consumption. A branded ritual can be used to either make the brand experience feel more special or to add meaning and positive associations to a brand or its user.

Typical examples would be the 9 steps required to pour a Stella Artois, the ritual of eating an Oreo cookie (preferably while arguing with a loved one about the best way to eat it), making smores over an open fire (Hershey’s), or the squeezing of a lime into a Corona bottle (the final touch). Febreze for example positioned itself for a while as the final touch of the home’s cleaning ritual. 

Creating a ritualized behavior around your brand is one of the 26 proven effective positioning strategies we explore in our positioning development methodology and a highly effective way to re-position and grow a brand.

Please check out my new book, The Brand Positioning Workbook: A Simple How-To Guide To More Compelling Positionings, Faster“,  available on Amazon around the world as Ebook, Paperback and Hardcover.

Mark Jenson, lecturer at the University of Minnesota Hubbard School of Journalism and Mass Communication describes it as hands down the best book on brand positioning since Ries & Trout introduced this concept many years ago”.  Jill Baskin, CMO @Hershey’s says This book is packed with easy-to-follow exercises that guarantee a compelling brand positioning. Lots of helpful examples and blessedly free of marketing catchphrases. Highly recommend”. 

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