POSTED BY: beer_lover | September 26 2006

What a great video blog on this famous branded ritual - love it!
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POSTED BY: Marina Peters | October 02 2006

Why did the two bartenders invent the rituals?
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POSTED BY: Martin Lindstrom | October 15 2006

Hi Marina Peters, thanks for your note. They invented (at least so the story says) because they wanted to show how fast a ritual could spread across the world.
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POSTED BY: Richard Jacob | November 08 2006

create a ritual
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POSTED BY: Samuel H. van Dam | December 08 2006

There is a lot of brand rituals around os. Some of them are old and some of them are new. Like the thing with this Lemon. What about marshmellows insite. This one is a bit old. But if it was my brand I would have done more for it. By the way I have some other guestions. Can I just send them to your email or what?
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POSTED BY: Richard Jacob | November 08 2006

excellent
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POSTED BY: Troels Kranker | October 30 2006

Hi Martin In the end of this blog you state we can join you to hear about the trademarking of the tactile feeling of a bottle (just like Coca-Cola) in Ecuador. However, this blog has not yet been uploaded - what is the reason for this?
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POSTED BY: Martin Lindstrom | November 02 2006

Hi there - the blog you're mentioning is still in the works. We expect it to go live after New Year. Sorry about the delay. Stay tuned for more....
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POSTED BY: Troels Kranker | October 30 2006

Hi Martin. Brand rituals is an interesting element. You say that the Corona ritual is the most famous brand ritual in the world - where did you get this information from? I have another question for you - why do you think that wine manufacturers do not brand their wines commercially? You never see print ads, tv commercials or any other commercial communication channels containing messages from wine manufacturers. Do they rely entirely on in-store marketing, recommendations from the sales assistant to the customer and word-of-mouth?
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POSTED BY: Martin Lindstrom | November 02 2006

Hi Troels, Thanks for your note. No reserach is supporting this claim - only my empirical study conducted while presenting accross some 40 countries over the past year asking my global audience. Time after time people know this particular ritual - however few other branded rituals seems present in peoples mind. Why no-one is branding wine. Well they certainly are - think about the Australian Yellow Tail (www.yellowtailwine) which is very well known in the U.S. or the entire Champain category (Moet Chandon etc.)... Hope this helps. Best of luck with your brand. Martin
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POSTED BY: Troels Kranker | November 03 2006

Thanks for your respond Martin. Okay there are some manufacturers branding wine (although I don't know Yellow Tail), however, I don't think there is a wine brand with a top-of-mind position in the general public as there for example is with spirits (e.g. Absolute, Smirnoof and Bacardi) or soft drinks (Coca-cola, Pepsi, Dr. Pepper, Sprite etc). Wine is just as common as spirits and soft drinks, however, no wine brand has managed to establish themselves in the mind of the general public globally as e.g. Smirnoff and Coca-cola has done in their line of business. Is there a latent market here or what would you think happened if e.g. I tried to brand a certain wine brand commercially in the commercial communication channels?
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POSTED BY: Martin Lindstrom | November 06 2006

Most defiantly. I think there are great opportunities to brand wine - and create a strong point of difference. And yes I do agree with you that the territories are somewhat unexplored. PS: Don't forget the Sensory Branding stuff, Smash Your Brand and Brand Rituals - all three theories would work very well on a project like this.
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POSTED BY: Troels Kranker | November 14 2006

He he believe me - I won't ;-) I have read Brandsense and am very inspired. Wine screams to be branded - in an appropriate way adapted to the target audience ofcourse - especially emphasising the sensory touch points. The sensory touch points are the only points of difference wine manufacturers differentiate themselves and thereby create preference today. These sensory touch points could be enhanced enormously in the marketing of wine. Also the packaging - the colour of the bottle and the wine itself, the labels and the cork - and the emotional associations and the lifestyle signals connected to the wine are areas in which attention should be brought to. Furthermore wine has SO many rituals attacthed to them and no one has managed to connect these rituals to their specific wine - you could e.g. change the already known wine rituals slightly and connect them to your wine. The possibilities are almost endless in this segment I believe.
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POSTED BY: Martin Lindstrom | November 16 2006

Good luck with it - it sounds like you're on the right track!
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