Have you created rituals around your products?
It’s a fact that brands which are associated with rituals are stickier. In fact, you can find some research to that effect in the book Buyology, which I wrote about a little while back.
Think eating Oreo cookies (do you take them apart first?), think using your iPod, or think buying a book on Amazon. All of them have some sort of ritual associated with them, which can be different for different people, but which make the products more memorable. Once you develop habits with your iPod, you will not switch to another player when this one breaks – you will buy the same product again.
According to Martin Lindstrom, rituals commit habits to your “implicit” memory, “which encompasses everything you know: how to do without thinking about it, from riding a bike to parallel-parking to tying your shoelaces to buying a book effortlessly on Amazon.”
Once a product experience is at that level – why would you change?
Have you thought whether your brand might get associated with a ritual? Have you seen some great examples out there? If so, please share.
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February 11th, 2009 at 1:33 pm
Well, Martin Lindstrom himself is also using ritualized brandbuilding.
If you see his online videoreports on http://adage.com/brightcove/lineup.php?lineup=1182767334 you’ll notice that he is always reporting from new places around the world. This is to tell, not our logic, but our subconscious mind that he endeed is a global expert. Cause he seems to be everywhere all the time.
He even enforces the ritual by ending these videoreports with words like “again I’ll jump on a plane”. And he is of course allways reffering to his book Buyology when giving his reports.
Best,
Sebastian Overgaard
MINDJUMPERS