Brand world building

Member lesson

Rituals a brand can own

Lesson 5 of 11 in Brand world building.

Lesson

A ritual is something customers do rather than something a brand says. A particular way of pouring, a specific occasion, an annual arrival, a phrase people repeat. It lasts because the audience maintains it.

longest nightlongest dayharvestsowingfestivals sit where the work stops, not where the calendar is tidy
A year as a wheel, with the festivals falling where the farming and the light do.
An ink drawing of four friends at a kitchen table spinning the round lids of the same small mint tins like coins before opening them.
Friends spin the lid before opening, a habit customers keep alive.
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Members answer these 3 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    Which of these words means this? “A repeated behaviour associated with the brand. Performed by customers.”

    • Ritual
    • Brand world
    • Recovery
    • Over-extension
  2. Question 2, locked

    Which of these words means this? “How the product is used, in a particular way the brand established.”

    • Fit
    • Consumption ritual
    • Collaboration
    • Olfactory memory
  3. Question 3, locked

    Which of these words means this? “Something that happens at a fixed time each year.”

    • Calendar ritual
    • Sonic logo
    • In-joke
    • Genericide

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