What do marketing and ritual have in common? Both are mechanisms of change. Marketers seek to alter patterns of consumption. Rituals are designed to create transformations of psychological and social transformations identity. When the two are brought together, remarkable things can happen.
The classic anthropological model describes three stages of ritual. To take concrete action, marketers need more detail. These Nine Elements of Ritual can be used individually or deployed in combination to create more potent marketing campaigns.
The field of ritual marketing is new. Thinking ritually isn't common among marketers yet, but a movement to integrate concrete behavior with deep symbolic motivation is building a growing range of resources related to ritual marketing.
“What modern people consume are not only products, services or symbols (or brands), but also ceremonies or rituals.” - Fang Yingfeng
Home page photograph by Jeremy Keith.