Make rituals out of experiences

An ex­pe­ri­ence is mem­o­rized bet­ter if it has a rit­u­al char­ac­ter. That way com­mu­ni­ca­tion be­comes even more ef­fec­tive and in the end, you reach more peo­ple who ex­pe­ri­ence your brand the way you want­ed it to be per­ceived.

When did you last cel­e­brate Christ­mas or New Year’s Eve in April? Nev­er? Well, then you are part of the ma­jor­i­ty. Rit­u­als all share one thing: they hap­pen at the same time, every year or month or with­in an­oth­er time sched­ule. Mem­o­rized im­ages and rec­ol­lec­tions of hap­pen­ings play an im­por­tant role: The scent of last Christ­mas’ turkey, the fan­tas­tic, cham­pagne-fu­elled night out in New York City on New Year’s Eve two years ago.

How im­por­tant are mem­o­ries for Live Com­mu­ni­ca­tion

Live com­mu­ni­ca­tion is an um­brel­la term for com­mu­ni­ca­tion tools that fo­cus on per­son­al en­coun­ters and the ac­tive ex­pe­ri­ence of a brand with­in a staged en­vi­ron­ment, of­ten times such an en­counter ac­ti­vates the tar­get audience’s emo­tions. Stag­ings like that work even bet­ter, if they pos­sess a rit­u­al char­ac­ter. An event that hap­pens every year at the same time. It can be or­di­nary events like the staff out­ing or the com­pa­ny Christ­mas din­ner: every seem­ing­ly unim­por­tant event has the po­ten­tial to com­mu­ni­cate. Even if it does not. Well, main­ly then. By cre­at­ing mem­o­ries, you can re-ac­ti­vate them and make them your base for fu­ture com­mu­ni­ca­tion.

You can­not not com­mu­ni­cate

The co-op­er­a­tion of these el­e­ments as well as the di­rect and per­son­al in­ter­ac­tion be­tween brand and tar­get au­di­ence should lead to unique and sus­tain­able mem­o­ries that can make a brand com­pre­hen­si­ble and in­de­fin­able and have the pow­er to change or con­firm one’s at­ti­tude to­wards a brand. The tools for live com­mu­ni­ca­tion in­clude fairs, show­rooms, events, pro­mo­tions and spe­cif­ic forms of cus­tomised sales. There­fore, even if you do not com­mu­ni­cate, you com­mu­ni­cate. In that case prob­a­bly not ex­act­ly in a pos­i­tive way. At this point it is worth to take a look at the first para­graph: Rit­u­als and mem­o­ries are the very essence of events. Let us start there and seize the op­por­tu­ni­ty to com­mu­ni­cate. With the right at­ti­tude.

Photo by Denise Johnson on Unsplash

Published 29.11.2017 © Brandsoul AG


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Domenico Seminara


Enjoys great design and demanding art, thrives when things are done wholeheartedly.

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