Monday, 4 October 2010

Brand Ritual

Due to a combination of holidays, laziness and having nothing interesting to say there's been a gap in my blogging output. After a week's hiking and camping in the Highlands and Ben's campaign to bring back blogging I'm looking forward to putting a bit more back into it.

As ever the States proves to be the place to go for inspiration; The Stella Artois Crown Draft Master Championship is a nice example of experiential marketing being used to do something that experiential marketing is great at - celebrating brand ritual. Have a read of the article on Event Marketer, it tells the story of how a brand ritual, the nine step pour, which had previously been the preserve of trade marketing has been shared with consumers. Who knows if ultimately this will be successful for Stella but it is a useful reminder to look first to your product for inspiration.