Ritualising your brand: how establishing meaningful, ownable behaviour can create lasting loyalty and value

RITUALISING YOUR BRAND
How establishing meaningful, ownable behaviour
can create lasting loyalty and value
(Jon Howard)

http://www.flickr.com/photos/28554612@N06/4875408788/

“Ritual is important”
(John Lennon)

But sometimes we don’t realise how deeply
rooted such symbolic action is in our lives

http://www.flickr.com/photos/camillaskye/4620413813/

http://www.niceworldpaper.com/images/wallpapers/British_Royal_Wedding_16-636374.jpeg

http://www.flickr.com/photos/uk_parliament/2713158487/

http://www.flickr.com/photos/iskcondesiretree/4690723244

http://www.flickr.com/photos/paullew/5654919643/

http://www.flickr.com/photos/beckzaidan/4547351791/

http://www.flickr.com/photos/clintonmeyer/4065349656/

http://cdn.ientry.com/sites/webpronews/pictures/guy_fawkes_fire_616.jpg

http://www.flickr.com/photos/adubyk/5510125519/

http://www.flickr.com/photos/phade71/5517027668/

http://www.flickr.com/photos/sarahabraun/4835579487

THE PURPOSE OF THIS PRESENTATION:
To explore how harnessing the power of ritual can help
build brands rich in meaning, which form lasting
connections with people, both individually and collectively

http://www.flickr.com/photos/pogonophobia/552418542/

WHERE WE WILL GET TO:
6 benefits of ritualising your brand…

http://www.flickr.com/photos/diaznathan/3364271595/

WHERE WE WILL GET TO:
…and 10 tips on creating a brand ritual that will stick

http://www.flickr.com/photos/jaxxon/165554106/

BUT FIRST THINGS FIRST:
what is…and what isn’t a ritual?

Ritual is not the same as habit or routine
(useful as these may be)

This is auto-pilot activity driven by mental
convenience, but with little intrinsic significance

http://www.flickr.com/photos/ahsocean/4450493007/

Nor is ritual just doing what everyone
else does (although collective action is
part of much ritualistic behaviour)

http://www.flickr.com/photos/mikecny/3994892145/

Ritual isn’t simply following instructions
or doing what you are told either

http://www.flickr.com/photos/thetruthabout/2726232992/

And it is definitely not just continuing to do
the things you like doing (nice as that is!)

http://www.flickr.com/photos/swapnamaha/2308273444/

Or the things you feel (physiologically)
compelled to do

(even if it’s true that many rituals do involve
addictive and intoxicating substances!)

http://www.flickr.com/photos/segiy/4843562080/

Branding such habits and behaviour
can have real business value

But true ritual comes when you move to
something deeper and more emotionally potent

“action wrapped in a web of symbolic meaning”
(David Kertzer, prof. of anthropology, Brown University)

Ritual is behaviour imbued with
meaning, purpose and belonging
http://www.flickr.com/photos/paulboyd/2317561172/

Our need for ritual is something hardwired,
that transcends and predates even humanity

And since the dawn of time, ritualistic behaviour
has been central to human psychology and culture

It was how we made sure the world worked
(and in many ways still is)
http://www.flickr.com/photos/jbarton/312257988/

lucky socks anyone!

http://www.flickr.com/photos/kasiaflickr/265397571/

Best in the world because they are
bigger, fitter, and more skilful?

Or because a successfully performed Haka inspires self
confidence, intimidates the opposition, and maybe invokes
the power of Tumatauenga, Maori god of war?


Which is all very interesting, but
what has it got to do with brands?

Brings us back to where we started…
6 benefits of ritualising your brand

1. Integrated beliefs
2. Emotional connections
3. Sense of belonging
4. New possibilities
5. Unconscious reinforcement
6. Passionate worship
http://www.flickr.com/photos/diaznathan/3364271595/

Benefit 1: integrated beliefs

http://www.flickr.com/photos/tristanlb/3856924278/

The eternal marketing challenge: people don’t
believe what we say (even when it is true!)…
http://www.flickr.com/photos/yourdon/6286035424/

…but will (irrationally) believe in the things
they do already…no matter how wrong!

http://www.flickr.com/photos/dathan/1106468534/

Cognitive dissonance: where beliefs and
behaviour fight, behaviour usually wins
and our beliefs change accordingly

Why rituals are so powerful:
behaviour that integrates ‘right’
beliefs which soon become your own

http://www.flickr.com/photos/hanneorla/2537602184/

Why rituals are so powerful:
behaviour that integrates ‘right’
beliefs which soon become your own

http://www.flickr.com/photos/snowblink/2559977471/

Benefit 2: emotional connections

http://www.flickr.com/photos/jasper86/2064371983/

We are fundamentally emotional beings in
terms of how we respond to the world

Whilst it is easy to deliver a
superficial, short term buzz
http://www.flickr.com/photos/rondlarg/5949501742/

The power of ritual is in the deep and
lasting emotional connections it creates

http://www.flickr.com/photos/mytripsmypics/6314663274/

The power of ritual is in the deep and
lasting emotional connections it creates

http://www.flickr.com/photos/graemecameron/5303879925/

It is action full of meaning and rich with
potent, memorable symbolism and language
http://www.flickr.com/photos/jakeperks/3625999448/

It is action full of meaning and rich with
potent, memorable symbolism and language

Benefit 3: sense of belonging

http://www.flickr.com/photos/thundi/5225098332/

Our culture values individuality
and doing your own thing

But solitary action lacks the behavioural reinforcement
that comes from acting together


Having common cause reinforces the rightness of
our actions (even for those at a group’s margins)

http://www.flickr.com/photos/cornhusk/3003206925/

Explains why the group behaviour and
collective belief of ritual has such power

http://www.flickr.com/photos/fakechildhood/357653423/

Ritual signals the difference between the ‘in’ and
the ‘out’; those who know and those who don’t

http://www.flickr.com/photos/peregrinari/3375189992/

It is a powerful unifier (and leveller) for those on the inside,
no matter the apparent differences between them

http://www.flickr.com/photos/vm1757/235867254/

Even when ritual is performed alone, knowing others
do exactly the same thing imbues it with significance
http://www.flickr.com/photos/lululemonathletica/3775578653/

Even when ritual is performed alone, knowing others
do exactly the same thing imbues it with significance
http://www.flickr.com/photos/djbp/3548089147/

Benefit 4: new possibilities

http://www.flickr.com/photos/jberroa/2085134759/

We often think the purpose of ritual is simply to
reinforce tradition and maintain the status quo

http://www.flickr.com/photos/tantek/5309060931/

We don’t recognise the significant
power that lies in tension…

...between tradition and change,
old and new, past and future


Ritual is a doorway to potential: a ‘threshold
space’ where anything is possible

http://www.flickr.com/photos/deanlehphotography/4570555699/

It is a rite of passage and coming of age,
as what is becomes what could be

The appeal of ritual lies in the promise it offers of
significant change and new possibilities

http://policytensor.com/2011/06/09/intrigue-in-yemen-and-syria/

The appeal of ritual lies in the promise it offers of
significant change and new possibilities

Benefit 5: unconscious reinforcement

http://www.flickr.com/photos/regalhypnosis/3933912617/

We are often fickle and easily
enticed by the next big thing

Novelty is the antithesis of ritual!

http://www.flickr.com/photos/jacksiddons/5335462583/

The benefit of ritual is in the
stickiness it creates


Chemically, our brains like the
short term hit that ‘new’ delivers

But we are also neurologically wired to prefer paths of
least resistance, and so favour well established behaviour

http://www.flickr.com/photos/anemoneprojectors/5722272747/

The repetition of ritual has a subconscious
yet powerful loyalty building effect

http://www.flickr.com/photos/sparka1992/5333316923/

The repetition of ritual has a subconscious
yet powerful loyalty building effect

True whether a religious,
cultural or brand ritual

http://www.flickr.com/photos/thelittlemouse/4238601604/

And it’s not just our own behaviour: we can ‘learn’ through
mirror neurons which fire in response to the action of others


In this way, the rituals people perform can
have a viral effect on those around them

We see interesting behaviour, copy without
necessarily thinking why and belief follows on

http://www.flickr.com/photos/mytripsmypics/4963788085/

We see interesting behaviour, copy without
necessarily thinking why and belief follows on

http://www.flickr.com/photos/kacibeeler/542766154/

Benefit 6: passionate worship

http://longhairedweirdos.blogspot.com/2011/04/martha-my-dear.html

It’s a small step from ritualistic
behaviour to true passion

http://www.flickr.com/photos/bpbp/5003115511/

And for brands, as with any religion,
such adoration is the ultimate goal

http://www.flickr.com/photos/jenniferkr/3868880639/

And for brands, as with any religion,
such adoration is the ultimate goal

http://www.prohumanwrites.com/wp-content/uploads/2010/09/470_iphone1110.jpg

“The Bishop of Buckingham – who reads his bible on an iPad –
explained the similarities between Apple and religion. And
when a team of neuroscientists took a look inside the brain of
an Apple fanatic…the results suggested the brand was actually
stimulating the same parts of the brain as religious imagery
does in people of faith” (BBC: the Secrets of the Superbrands)

So ritual has benefits…but how do you do it?
(or 10 tips on creating a brand ritual that will stick)

1. Real
2. Meaningful
3. Defined
4. Consistent
5. Anchored
6. Finite
7. Iconic
8. Easy
9. Sharable
10. Ownable
http://www.flickr.com/photos/jaxxon/165554106/

1. Build on reality:
The most potent rituals aren’t inventions
but rather dramatise a genuine truth

Always look to ritualise existing product functionality
or consumer behaviour (even if not universal )
http://www.flickr.com/photos/starfive/

2. Embed meaning:
A true ritual is always a means to an end
(belief) not an end in itself (behaviour)

Make sure your ritual has a set of embedded beliefs
and values, otherwise it is just habit
http://www.flickr.com/photos/thedigitalpagan/3456667996/

3. Define rules:
Ritual has fixed form and function,
the words to say and actions to do

Without clear explanation and guidelines, you have
no ritual and people will do whatever they like

4. Be consistent:
The most powerful rituals use repetition
and rhythm for positive reinforcement

Your ritual shouldn’t be boring…but avoid the
temptation to chase novelty and gimmicks

5. Anchor with context:
Effective ritual tends to be linked
to a specific place, time or occasion

When developing a ritual, always be
clear on your ‘where’ and ‘when’
http://www.flickr.com/photos/kaptainkobold/245450674/

6. Have a finite length:
Ritual is never constant but lasts for a specified
duration defined by time or action

See your ritual as a break from the norm,
but with a clear beginning and end
http://www.flickr.com/photos/heinekren/59461893/

7. Employ iconic imagery:
The most famous rituals have elements that
amplify influence beyond those who take part

Use memorable iconography and actions to better
establish rituals in popular consciousness
http://www.flickr.com/photos/zghazzal/3816115026/

8. Make it easy:
In a religious or cultural context, the difficulty
of a ritual is often central to its potency

But with brands, why create barriers when simple
and straightforward encourages adoption?

9. Share it around:
If ritual is about group belonging, the more
people who take part the better

Make ritualistic behaviour easily mimicable so it
can be passed on by word of mouth or observation
http://www.flickr.com/photos/bcbusinesshub/4683318581/

10. Own what you do:
Ritual helps people define who they are, what
they believe, and why this differentiates them

For your ritual to have true power it must be
something others don’t, and ideally can’t do

Successful rituals needn’t have all these qualities,
but the more you have the more potent yours will be

http://www.flickr.com/photos/paulpatras/6659028147/

1. Real
2. Meaningful
3. Defined
4. Consistent
5. Anchored
6. Finite
7. Iconic
8. Easy
9. Sharable
10. Ownable

http://www.flickr.com/photos/pogonophobia/552418542/

Ultimately, Ritual gives emotionally potent
meaning to otherwise mundane behaviour, and
uses it to create genuine and lasting brand loyalty
http://www.flickr.com/photos/pocphotography/6946187971/

So look around: where does the
potential for ritual lie in your brand
http://static.flickr.com/120/283850975_1e6a516108_b.jpg

Because, to paraphrase Field of Dreams:
If you ritualise it they will stay

And all your brand
loyalists shouted…

“Amen”!

http://www.flickr.com/photos/hvitveis/6871513302/

Thank you!
(NOTE: IF YOU WOULD LIKE ME TO
PRESENT THIS OR SIMILAR TO YOUR
ORGANISATION, PLEASE FEEL FREE TO
GET IN CONTACT )

EMAIL: jon@quietstorm.co.uk
INFO: www.about.me/jonhoward

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