Rituals are an important part in our daily life. A ritual is a set of actions, performed mainly for their symbolic value. These actions are based on some belief, either by a religion, a political ideology, a sporting event, for traditions, memories, historical memory of a community. The term “rite” comes from Latin ritus.
Rite: This is a custom or ceremony is repeated unchanged according to a set of established standards.
From the shower and coffee before leaving home, take the same route to work, or select a particular type of clothing, depending on the occasion, is a rite.
Not to mention all that we do at this time. What if lucky grapes, champagne, red underwear, put the Christmas tree …… sure I forget some.
My friend Jordi, in college days, he wore a vest old when we left at night on weekends. That brought him luck, he said. Until one day her mother found her and the old woman who was shot.
Guess? Still having the same success with women, a few years later, and without his lucky shirt.
Rituals help us to face the world, out of our comfort zone, which according to each person will be more or less extensive and entering the area of ??uncertainty.
They are not rational acts born of the idea that through these we can manipulate the future, although there is no causal relationship between the act and the result itself.
The more unpredictable it becomes the world or the future, the more we obcecamos with the idea of ??control, at least not to lose control over it.
That’s when we adopt as many rituals and customs that make us feel safer, to reduce the level of anxiety and continue forward.
In 2007, BBDO Worldwide identified the four most important rituals that occur since the start until the day ends.
The first ritual is when we first got up and got ready to face the day. This requires a series of actions such as making a bed, dressing, bathing, brushing teeth, etc..
The second has to do with the sharing of food with others, from a family breakfast, to work social gathering to celebrate a birthday, for example.
The third has to do with the “outputs” after work, and a number of preparations that entails as our appearance, the transfer destination, etc..
And the latter has to do with the protection we do ourselves and our own before going to sleep, like turning off the light, set the alarm, close doors and windows, lay out clothes for the next day, and so on.
How can you use or used brands rituals?
The brands associated with rituals or superstitions, give us the illusion of peace and belonging.
Rituals help us forge emotional connections with brands and products and can powerfully influence on what we buy and how we do it.
These may be strategically designed by the brand or spontaneously born by the consumer, as the case Coronita beer and lemon.
He was a waiter (in 1981) who as a result of a bet, first introduced the slice of lemon in the neck of the bottle to see if customers imitated.
On the other hand, help us identify and differentiate brands from each other in a world where more and more this is an impossible task and where there is standardization of products.
The brands that are present in all these everyday acts are more likely to survive than those that do not or just spontaneously.
So many brands create their own rituals. As should eat a cookie (Oreo), as it should take a cold beer including the importance of sharing the product (Donettes), socializing in this case the consumption of this product.
Even the case of Ferrero Rocher chocolates, which have created a ritual from the seasonal product. (You know, that are not sold in the summer).
As an example, there is currently an advertisement for various brands together, where consumers defend against these white marks, talking about their properties and the effects these have for them. No longer reinforce the idea of ??habit and how it has generated confidence and security about these brands.
Simply use the brand that we consider appropriate, (remember that 53% of adults and 56% of teens use the brands they remember from their childhood), makes us feel more secure and this added to the feeling of familiarity with the product, generates high levels of brand loyalty in question.
Buy a product, it is often more the result of ritual behavior of a conscious decision.
And is that the rituals and superstitions can powerfully influence on what we buy and how to do it.
And what is your ritual you perform after you read my post?