Thoughts & Notions

Archive for July, 2009

Brand Rituals

Thursday, July 23rd, 2009

Corona Lime Brand Signal

Tradition underscores brand authenticity
We live in a homogenized world, where competing goods are produced in the same factories and competing services are carried out by the same people. As a result, we are offered overwhelming sameness. Perhaps the Kaiser Chiefs said it best with their song “Everything is average nowadays.”

Transforming otherwise identical offerings into an experience, ritual can add a unique benefit by offering non-feature differentiation. Ritual can be a brand signal, unlocking new value for both the brand and consumers alike. It acts as a differentiator in a world of sameness, but for a set of actions to become a “brand ritual” consumers must relate those actions to the brand.

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Posted in Brand Expression, Brand Identity, Brand Management, Brand Signals, Brand Strategy | 9 Comments »