How do brands fit into your world
A week or so ago, plenty of places ran stories about Omnicon’s BBDO’s study, The Ritual Masters, about how brands fit into people’s rituals and how by doing so, makes them a permanent part of the shopping lists. make a brand something that means something beyond the base functionality and people will love it more. They identified 5 main areas of ritual where brands can play a part.
- Preparing for Battle. The stuff that happens as you get ready to face the world and prepare for the day, this is one of the strongest connecting areas. I empathise with this, as toothpaste and deodorant are 2 products I have fixed brands. Macleans toothpaste I can’t do without. I’ve got tubes stacked up from UK visits. Mums deodorant is the other one.
- Feasting. What do you eat and how? Is it down in a specific way? Do you always have to have specific brands. Heinz Baked Beans (the UK, not the US version) are the only ones for me; the others never taste right. The only pop I really like is Dandelion and Burdock, and it had to be the right brand (which no longer exists). No other real food brands for me though.
- Sexing up. What are the brands that give you confidence i when going out on the pull? does it have to be the same type of underwear, or perfume. Of course, the same kinds of rituals exist for important occasions, the job interview, etc. Nothing really for me on this - maybe I need to find one ;-)
- Returning to Camp. Do you have a routine? Do you have to pour you favourite drink or watch the one programme on TV. For me (when I used to get home in time) it used to be de-stress to Neighbours. Only after that 20minutes would I start to do things.
- Protecting yourself - at the end of the day. what routines do you have, do you always drink a cup of Ovaltine? Closing down makes people feel secure and their familiar brands can help.
So there you have a list of the some key rituals that people go through, where having a trusted brand in place can help them through it. Fitting in your brand into one of these spaces can give it relevance and resonate far more with your customer than before; it’s all about understanding the psychology of the user.
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