We at MKBG talk about the importance of Behaviors and Rituals all the time – it’s one of our BRAIN FRIENDLY BRANDING® Pillars!
In this article, Jacqui Brook at SKG does an excellent job of highlighting some perfect examples of exactly what we’ve been talking about.
The take away from her article is summed up in these important points:
A successful ritual helps cultivate a deeper relationship between brand and consumer. But not all rituals have the same sticking power. A few guidelines, when followed, will help rituals last and increase consumption:
- Gimmick-Free: Keep it simple; focus on inherent behaviors that naturally complement the product and stem from real consumer needs/desires.
- Discovered: This isn’t always possible, especially with a new product or brand, but it’s easier to ritualize behavior that already exists in some way, rather than try to impose something completely new.
- Consistent: Rituals rely on repetition and reinforcement. Therefore, it’s critical that marketing messages communicate the same preferred behavior over time, to allow it to take hold with core consumers.
- Easily Shareable: The best rituals are owned by the devotees and passed on by word-of-mouth and observation, in their real-life contexts.
Jacqui even reminds us how important Consistency is! This is another one of our BRAIN FRIENDLY BRANDING® Pillars, and this reinforces the fact that BRAIN FRIENDLY BRANDING® Pillars work together to make the strongest impact.
For the full article with great examples of successful rituals that increase brand consumption, click here:
Megan Kent founded the Megan Kent Branding Group in 2013. Having held leadership positions at many of the most highly respected advertising agencies in the industry (Chiat/Day, Riney, Fallon, TBWA Chiat/Day, JWT), she’s developed game changing strategic platforms and go-to-market plans for brands such as BMW, Coca-Cola, Nikon, The New York Times, Sotheby’s, Clinique and Microsoft.
Megan’s greatest passion is creating desire for brands – she’s developed a proprietary branding approach dedicated to doing just that. Her BRAIN FRIENDLY BRANDING® System is designed to give clients the ultimate competitive advantage by using the latest findings in behavioral and brain science to help companies create the most powerful emotional connection possible with their customers.
Follow Megan on Twitter @megkentbranding