Brand Rituals: How Successful Brands Bond with Customers for Life
Advertising Age’s #1 US “BEST SUMMER READ” of 2013
Amazon’s #1 Sales & Marketing Book
Savvy business leaders and smart marketers realize that the twentieth-century model of brand marketing no longer works in today’s digital-led economy. Marketing today requires a clear change in perspective — from just driving acquisition of new consumers to a prioritized focus on retention and loyalty of existing customers.
In Brand Rituals: How Successful Brands Bond with Customers for Life, Zain Raj — a recognized leader in the marketing and strategy space — posits that companies and their brands have the ability to drive significant business impact by creating a bond with their most loyal customers. Raj calls this a Brand Ritual, a deep, abiding relationship that customers build with brands — which becomes an integral part of their lives.
The book discusses how it’s no longer about consumer beliefs; it’s all about customer behavior. It challenges the five existing marketing myths that no longer serve us and provides a clearly defined four-stage approach to a Brand Ritual:
- get the initial transaction with a New Value Equation
- magnify consumer attraction by being digital at the core
- build connections with relevant innovations and experiences
- create a bond by aligning on core values. A higher number of bonded customers is not only possible but absolutely necessary if you and your company want to create sustainable brands that defy competitors for decades