3. Faith Religion & Brand - Experiment
1. Respondent: 15 Nuns
The Experiment: Respondents were told to relieve the most profound religious
experience
2. Respondent: 65 male( brain part is associated with sports and sportsmen ship)
The Experiment: Respondents rated their spirituality level on a scale of 1 to 10 and
shown a series of images of strong and weak brands interspersed with religious and
sports image
4. Results
- Brain activity seemed identical whether it was referring to brands or religion
- Many companies also created a spiritual or religious products like Spiritual
Water or soil from Israel.
5. 10 Common Pillars of Religion
1. Sense of Belongingness
2. A Clear Vision
3. Power over enemies
4. Sensory Appeal
5. Storytelling
6. Grandeur
7. Evangelism
8. Symbols
9. Mystery
10. Rituals
6. 1. Sense of Belongingness
- A sense of belongingness towards the people carrying or wearing the same brand.
2. A Clear Vision
- Most religions have a clear vision, so most brands have their own mission.
- For eg: IBM Mandates “ Solutions for Small Planet ”
7. 3. Power over enemies
- Most religions strive to influence power over their enemies
8. 4. Sensory Appeal
- Feeling while visiting a temple, church or any other religious or spiritual place ( senses allow to feel the heart
and soul)
- Products and brands evoke certain feelings and associations on how they feel, look or smell
For example: ringtone of nokia
9. 5. Storytelling
- Successful brand has stories connected to them.
6. Grandeur
- Extra ordinary business or luxury brand
For eg: Armani Hotel Dubai ( Burj Khalifa)
Louis Vuitton Flagship store in Paris
10. 7. Evangelism
- It is the power to reach out and secure a leadership
For eg : American Express released its ultra-exclusive Centurion Black Card for 10000
consumers called up asking to be placed on the shortlist.
8. Symbols
11. 9. Mystery
- Mystery is an important aspect of religion.
- People tend to get attracted to mysterious news and stories involving faith and religion.
Example: Unilever Shampoo printed millions of labels saying “Contains X9 Factor” without
realizing it.
12. 10. Rituals
- Rituals create a strong connection between the brand and its consumers.
- Oreo cookie went on to have a ritual where people could eat in two ways. The first one was
eating the stuffing first and then the tips and the second was dipping the cookie into a glass of
milk.
