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A Guide to Brand Rituals

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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 ...

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.

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A Guide to Brand Rituals A Guide to Brand Rituals Presentation Transcript

  • A GUIDE TO BRAND RITUALS
  • WHEN PEOPLE THINK OF RITUALS
  • WHEN BRAND-CENTRIC PEOPLE THINK OF RITUALS View slide
  • BRAND RITUALS are a set of repetitive behaviours, which help reinforce the beliefs and values of social groups. They are symbolic touch points. View slide
  • CAN BE UNIVERSAL United States Thailand
  • CAN TRANSCEND THE MEDIUM
  • 8,000 Additional Followers 6,224 Favourites16,047 Retweets @Oreo Blackout Reaction CAN BE DISRUPTIVE
  • CAN SHAKE THINGS UP
  • CAN CREATE TRIBES End of broadcast Present estimateStart of broadcast 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 RITUALS The brain can condition us to any rituals or habits. Here are some basic guidelines: 1. Iconic behaviour exclusive to the brand    2. Easy to learn 3. Adaptable 4. Transient (temporary - beginning, middle and an end) 5. Contextual 6. 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