{"id":3103,"date":"2025-04-03T08:41:37","date_gmt":"2025-04-03T08:41:37","guid":{"rendered":"http:\/\/valeriagulizia.com\/inno\/?p=3103"},"modified":"2025-04-03T08:47:03","modified_gmt":"2025-04-03T08:47:03","slug":"cases-of-brand-communication-through-rituals","status":"publish","type":"post","link":"https:\/\/valeriagulizia.com\/test-inno\/cases-of-brand-communication-through-rituals\/","title":{"rendered":"Cases of Brand Communication Through Rituals"},"content":{"rendered":"\t\t
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Cases of Brand Communication Through Rituals<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Issue Discovery | Brand Communication Leveraging Rituals<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Consumers who value ritualistic experiences place greater importance on the meaning behind using a product and the process of purchasing it. Let\u2019s explore examples where everyday rituals were transformed into strong brand recall.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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The Guardian \u3008Joy of Print\u3009<\/strong><\/p>

What meaning does a printed newspaper carry in a world that has moved on from print?<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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The Guardian focused on the tactile experience of reading a physical newspaper\u2014something that can\u2019t be replicated by smartphones, tablets, or e-readers. The campaign emphasized the daily morning ritual of learning about the world through print: the act of opening the newspaper to take in global events and turning each page to absorb the information. Taking playful jabs at the digital world, the Joy of Print campaign resulted in an 11% increase in print subscriptions and a 4% rise in annual revenue.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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KFC That\u2019s Finger Lickin\u2019 Good<\/strong><\/p>

What if a brand instantly comes to mind the moment youfocus on your meal?<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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For the first time in its history, KFC launched a campaign that didn\u2019t feature any of its own menu items. Instead, under the phrase \u201cThat\u2019s Finger Lickin\u2019 Good,\u201d the campaign showcased images of food from other brands\u2014such as burgers and pizzas. The message was clear: you don\u2019t need to see KFC to think of KFC, because \u201ceverything reminds you of KFC.\u201d Whenever you enjoy good food, KFC will naturally come to mind. The campaign also included playful messages directed at utensils, like \u201cSorry, Utensils. It\u2019s Finger Lickin\u2019 Good,\u201d creating a ritual of brand recall in every satisfying bite.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Nike Run Club<\/strong><\/p>

How can the equation \u201cRunning = Nike, Nike = Running\u201d be established?<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Nike transformed running from a simple exercise into a repeated habit and a meaningful ritual. Each time users go for a run, they open the Nike Run Club (NRC) app and press the start button to track their progress. The act of sharing performance data and receiving feedback fosters a strong sense of community. Nike also emphasizes the shared experience of running through NRC\u2019s unique challenges, which help motivate consistent participation. By weaving the brand\u2019s message\u2014\u201cBeyond Limits\u201d\u2014into the ritual of running, Nike positioned its products as tangible symbols of progress, further strengthening brand loyalty.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Rituals are repeated actions that reflect deeper meaning and values. They are often shared through social media, fostering psychological
\nstability and a sense of belonging within a community.<\/p>\n","protected":false},"author":1,"featured_media":3108,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_canvas","format":"standard","meta":{"footnotes":""},"categories":[29,31],"tags":[],"class_list":["post-3103","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-april-2025","category-issue-discovery-april"],"_links":{"self":[{"href":"https:\/\/valeriagulizia.com\/test-inno\/wp-json\/wp\/v2\/posts\/3103","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/valeriagulizia.com\/test-inno\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/valeriagulizia.com\/test-inno\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/valeriagulizia.com\/test-inno\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/valeriagulizia.com\/test-inno\/wp-json\/wp\/v2\/comments?post=3103"}],"version-history":[{"count":4,"href":"https:\/\/valeriagulizia.com\/test-inno\/wp-json\/wp\/v2\/posts\/3103\/revisions"}],"predecessor-version":[{"id":3111,"href":"https:\/\/valeriagulizia.com\/test-inno\/wp-json\/wp\/v2\/posts\/3103\/revisions\/3111"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/valeriagulizia.com\/test-inno\/wp-json\/wp\/v2\/media\/3108"}],"wp:attachment":[{"href":"https:\/\/valeriagulizia.com\/test-inno\/wp-json\/wp\/v2\/media?parent=3103"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/valeriagulizia.com\/test-inno\/wp-json\/wp\/v2\/categories?post=3103"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/valeriagulizia.com\/test-inno\/wp-json\/wp\/v2\/tags?post=3103"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}