In tribal marketing, “rituals” are physical actions or processes that evoke, represent, or recreate aspects of the tribe’s beliefs and values.
These rituals can be small, simple actions, such as breaking a Kit-Kat candy in half, twisting apart an Oreo cookie, or placing a lime slice in the neck of a Corona; or they can be more elaborate, multi-step “ceremonies” such as a luxury hotel carefully preparing a room for the next guest.
Generally speaking, the more complicated brand rituals should be on the side of those who are most deeply involved in the brand, usually paid employees. The less brand interaction there is for a particular individual, the simpler and more efficient the rituals should be.
When a compelling, memorable ritual is created, suggested, and reinforced, it can serve as a great way to keep people physically involved in the brand tribe, giving it more prominence in the overall mix of brands that people deal with on a daily basis.