Rituals - where and how do brands fit in? By Harsha Prag, JWT Johannesburg

A few weeks ago, while driving back from a family gathering, I marvelled at how amazing it was that some things never change with my family. How comforting it is to know that no matter what, I can always rely on the fact that in addition to the friendly banter surrounding our gatherings, there will always be chicken or lamb biryani with Clover buttermilk, Chivas Regal for my uncles, masala chai for my aunts and cake made with Snowflake flour for desert.

These brands all form part of the ritual that my family undertakes whenever we get together. Furthermore, the care and dedication to ensuring this annual ritual remains intact is a testament to how much we value it.

Rituals add structure to our existence. They bring reassurance when times are tough and add to the celebration when times are good. They’re comforting because they’re familiar, we know what to expect and usually have a wealth of memories banked against them. Some are widespread like Christmas and Easter, while others are individual and of a smaller scale like the traditional Sunday lunch or celebrating a good school report.

No matter how big or small a ritual, they all have certain characteristics in common.  They involve a series or sequence of actions, occur at a particular time of year or month, usually involve the same people and include particular brands and products. They also demand higher involvement than do mere routines.

So how do brands become part of a family’s rituals? And why is it important that they do?

For example, when a friend and I compared family gatherings, we realised that while a lot was similar in terms of the human dynamic, the brands considered integral to these gatherings differed. Unlike my family, no gathering is complete in Thuli’s family without King Korn and Ultramel custard. While differences like this can be attributed to culture, this doesn’t explain how these brands got included in these rituals in the first place and why these particular brands are considered so important.

Looking at my own rituals, the brands I insist on using are brands that not only offer value but are consistent. I get what I’m expecting and thus the experience of my ritual remains unchanged. In addition, my belief in these brands becomes stronger, ultimately resulting in a deeper relationship that is resistant to change.

Marketers should thus take a closer look and identify whether there are certain rituals that their brands have become a part of and if so, set out to understand these rituals and the brand’s overall role within them. Because not only are these rituals an opportunity to deepen your connection with consumers and build enduring relationships, they might just be the key to unlocking potential avenues for growth.