Successful campaigns rely on rituals and comforts

[mdabuhasan]

In today's fast-paced world, we are constantly looking for familiarity and stability . Brands can leverage these two aspects : in fact, these are perhaps the two main motivations that push us to become loyal to a brand . When we find a brand or a

ritual that we like, we also find comfort in it: in drinking the same coffee at the same time, in using the same shampoo or the same smartphone. These rituals bring with them emotional connections that evidently have an impact on the brands involved.

But there is more: big brands are in fact similar to country email list religions: they have the mission to change our world in some way, like religions, successful companies have a clear and strong sense of mission . They often also have an enemy , another trait that they have in common with religion. An us vs. them like Coca Cola vs. Pepsi, Apple vs. Samsung. These strategies, however controversial, help to attract more loyal consumers.