Humans are such a social species because of early ritual behaviors. Tens of thousands of years ago, our early human ancestors began practicing rituals, which led to the advancement of complex societies.
No two ways about it: Any group of any kind will benefit greatly from having rituals. Historically, research shows that societies with more rituals are more likely to withstand socioeconomic collapse than similar groups with less rituals. Because of rituals, sports teams are more successful, work groups perform better, and people unify under a common purpose.
Rituals bring people together and unify them under shared experiences. If a person is a true fan, they share in their adoration for the brand with other like-minded individuals. Because of an unchanging ritual script, which can be a held standard across different markets and geographies, a company pushing their brand value can rest assured that all their consumers/users are getting the same experience, doing the same thing, and feeling the exact same way.
Bacardi, a reputable global brand, talks about this in reminding us that "clearly defining your brand has to be a priority if you want it to remain stable and consistent." Against the riptide of fast-moving markets, countless product launches, and changing trends, the best way to ensure this clear definition is to anchor the brand identity to a shared ritual, a practice that standardizes and secures the experience for millions of consumers across the globe.
Integrating the science of ritual will give brands and companies a distinct competitive advantage in today's crowded market. Rituals may appear on the surface to be silly superstitions. But don't be fooled. True fans are cultivated through the magic of ritual.
Nick is the cultural change advisor at BEworks and chief behavioral scientist at The Behaviorist. He consults people-minded organizations on how to create meaningful brands and workplace cultures to drive sustainable growth. Find him on Twitter, LinkedIn, and email.
Nathaniel Barr is a scientific advisor at BEworks and a professor of creativity and creative thinking at Sheridan College. His expertise is in human cognition, reasoning, decision making, and creativity. Find him on Twitter, LinkedIn, and email.
Kelly Peters is the chief executive officer and cofounder of BEworks, the world's first management consulting firm dedicated to solving complex challenges with behavioral economics. She pioneered the BEworks Method, which is being applied at Global 1000 firms and in policy groups around the world. Find her on Twitter, LinkedIn, and email.