Rituals as a source of growth: rituals are emotional scripted repetitive consumer behaviors that can be tapped into whether you are planning a better activation platform or as source of innovation ---->>>> PDF Version Available for download at the following URL: http://www.amati-associates.com/free-reports/ In the "Free Download" Tab

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Rituals as growth platform

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• Habits and Rituals
• Rituals: Examples
• Credentials
• What we can do for your
company
Rituals as growth platform

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Consumer Habits
In psychology an habit is the automatic reaction to a specific situation
Behavior: it is behavior, it is neither
positive nor negative
Acquired: it is not innate, it is
learned and developed, It requires
time. It can be changed.
Frequent Repetition: Habits are
characterized by repetition
Regularity: they represent the
standard case not the exception in
the behavior
Increased facility: the more an
habit is performed the better we
become at it! And the more difficult
is to change it
Habits can be formed through a
relevant and desired reward
Formation is linked to Stimuli
The right stimuli increase frequency
of the habit behavior
These are why Marketing and
Marketers focus so much on
Habits….

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But Habits have no emotional response, no cognitive awareness….

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Rituals
Similar to habits, rituals are built on a script, they are conscious and voluntary actions, within a predetermined
context, they are emotionally driven and reoccurring
• Is a series of consecutive, conscious and voluntary actions
• Is defined by dimensions such as sequence, context and time span
• Is by definition reoccurring
• Builds upon an emotional context

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Rituals are more powerful than habits
Co-creation Labs were developed as a strategic tool that could be applied to a variety of challenges around the
world
A Ritual is characterized by…
• Emotional driver
• Enjoyment in planning it
• Enjoyment in doing it
• Inner meaning
• Helps living a moment over and over
again
An Habit is characterized by….
• Mostly functional driver
• Automatic/ unconscious repetition
• An achievement scope
! Checking emails
! Commuting to work
! Packing/ unpacking
! Check-in at airport
! Sunday family lunch
! Cutting the turkey
! Aperitivo after work
! Pre-game locker room huddle
E.g.:

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Rituals
Rituals go beyond the magical-religious sphere, to become a language
Religion/Magic Symbolic Language
• Crowd cheering during
sports events
• Entrance tests to
college fraternities and
sororities
• Gang’s initiations
• Girls’ night in watching
favorite TV program
• Stag – night
• …
Dimensions of a ritual

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• Habits and Rituals
• Rituals: Examples
• Credentials
• What we can do for your
company
Rituals as growth platform

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Product Examples
There is no typical profile for leading edge consumers, which is why recruitment is challenging and so important.
Rituals Activation and Innovation Examples
• Corona and Lime, with
the action of inserting
the lime in the bottle
marking the transition
from work to play
• Existing product
• New Ritual
• Based on existing
rituals of using
Pringles Chips to dip
into sauces
• Existing Ritual
• New product
category
• Based on existing
ritual of freezing
Mars Chocolate Bars
during the summer
• Existing Ritual
• New product
category
• NikeID based on
teens’ ritual of
customization of
sneakers
• Existing Ritual
• New business model

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• Habits and Rituals
• Rituals: Examples
• Credentials
• What we can do for your
company
Rituals as growth platform

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& Associates
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Credentials
We have developed new concepts on rituals in multiple regions and multiple topics
• Belgium
• Emirates
• France
• Germany
• Kingdom of Saudi Arabia
• Italy
• Netherlands
• New Concepts
• New Business Models
• New Categories
• New Activations
• New Communication
Platforms
Countries Topics
• Russia
• Spain
• Turkey
• Ukraine
• United Kingdom
• USA

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• Habits and Rituals
• Rituals: Examples
• Credentials
• What we can do for your
company
Rituals as growth platform

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& Associates
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Our role
In the area of rituals we can be useful in four pillars
Rituals Engine
Tailor-Made
LabDesign
Execution
Training Program
Intro Workshop
• Assessing rituals
opportunities in the business
• Identify most interesting
areas
• Develop long list of rituals
Adopt Workshop
• Identify Innovation or
Activation Opportunities
• Long-list of rituals
• Product and/or
Activation concepts
Rituals Develop
• Based on Intro + Adopt
• Developing a Business case
for most promising ideas
Trainings
Rituals Omega
• Co-creation of concepts,
starting from rituals with lead
edge users

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AMATI
& Associates
Registered address:
ul. Pułku Baszta 4A lok. 26,
02-649 Warszawa, polska
nip: pl 5213627346
url: www.filibertoamati.com
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