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Brand Rituals: How Successful Brands Bond with Customers for Life Hardcover – January 24, 2012


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Product Details

  • Hardcover: 180 pages
  • Publisher: Spyglass Publishing Group, Inc. (January 24, 2012)
  • Language: English
  • ISBN-10: 0984633707
  • ISBN-13: 978-0984633708
  • Product Dimensions: 9.1 x 6.1 x 0.9 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (14 customer reviews)
  • Amazon Best Sellers Rank: #1,049,611 in Books (See Top 100 in Books)

Editorial Reviews

Review

Zain demonstrates the critical need to understand the importance of creating and sustaining Brand Rituals and offers insight into the strategic approach to do so. --Julie Gardner, EVP, Chief Marketing Officer, Kohl's Department Stores

Zain's insights on the need for brands to create deeper, more meaningful and reciprocal relationships with consumers should serve as a wake-up call for many marketers. Traditional loyalty metrics are clearly not effective at gauging sustainable brand commitment. Aspiring to form true bonds with our consumers should be our aspiration, rather than simply patting ourselves on the back for driving frequency. Lee D. Applbaum, EVP, Chief Marketing Officer, RadioShack Corporation

Zain reaches into the future with such zeal and discipline that you can t help but want to go on the journey with him. His insights about how Brand Rituals fit into our everyday life and how he puts the idea of ritual to work for your brands are nothing short of exciting.

--Dana Anderson, SVP, Marketing, Strategy, & Communications, Kraft Foods

Zain has developed simple but revolutionary new insights to help marketers understand where and how Brand Rituals form. And, more importantly, given us a thoughtful and analytical perspective on the steps necessary to help create Brand Rituals and foster long-term customer relationships. It is a must-read for all marketers. Brian Beitler, EVP, Chief Marketing Officer, David s Bridal

As a CMO, I ve successfully driven positive results at multiple retail companies with help from Zain Raj and his focus on Brand Rituals. I consider him to be the first person I call when faced with turning around a challenged brand. His ability to quickly connect consumer needs with hidden brand strengths and opportunities to enable the development of Brand Rituals is truly breakthrough work.

--Justin Lewis, former Chief Marketing Officer

Zain s insights on the need for brands to create deeper, more meaningful and reciprocal relationships with consumers should serve as a wake-up call for many marketers. Traditional loyalty metrics are clearly not effective at gauging sustainable brand commitment. Aspiring to form true bonds with our consumers should be our aspiration, rather than simply patting ourselves on the back for driving frequency. Lee D. Applbaum, EVP, Chief Marketing Officer, RadioShack Corporation

Zain reaches into the future with such zeal and discipline that you can t help but want to go on the journey with him. His insights about how Brand Rituals fit into our everyday life and how he puts the idea of ritual to work for your brands are nothing short of exciting.

--Dana Anderson, SVP, Marketing, Strategy, & Communications, Kraft Foods

Zain has developed simple but revolutionary new insights to help marketers understand where and how Brand Rituals form. And, more importantly, given us a thoughtful and analytical perspective on the steps necessary to help create Brand Rituals and foster long-term customer relationships. It is a must-read for all marketers. Brian Beitler, EVP, Chief Marketing Officer, David s Bridal

As a CMO, I ve successfully driven positive results at multiple retail companies with help from Zain Raj and his focus on Brand Rituals. I consider him to be the first person I call when faced with turning around a challenged brand. His ability to quickly connect consumer needs with hidden brand strengths and opportunities to enable the development of Brand Rituals is truly breakthrough work.

--Justin Lewis, former Chief Marketing Officer

About the Author

Zain Raj is the chief executive officer of Hyper Marketing, the largest independent marketing-services network in North America.  Hyper Marketing was formed by SolutionSet MediaWhiz Partnership's January 2012 merger with D.L. Ryan Cos., the largest independent promotion and shopper marketing firm in the U.S. The newly formed company has 1,300 employees in 24 offices across the country, and delivers digital, direct, data, local, promotion, and shopper marketing programs to some of the world’s best-known brands.  Ad Age recently defined Hyper Marketing as a “transaction-driven” network far different from the holding companies’ business approach, which has been to tack on digital and sales-oriented capabilities to their traditional suite of services. At Hyper Marketing, everything revolves around changing consumer behavior and driving transactions.

Customer Reviews

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Brand Rituals offers a unique and deep look at the psychology of branding.
Paul Krupin
Brand Rituals is one of those rare marketing books that will not only change the way you think about marketing, but actually change the way you go about marketing.
Aaron Feigenbaum
He creates a road map, that in today's environment, is extremely straightforward and clear.
J. Schwartz

Most Helpful Customer Reviews

1 of 1 people found the following review helpful By Kimberly Michaelson on June 23, 2014
Format: Kindle Edition Verified Purchase
Zain Raj is a visionary whose voice offers critical insight to help all marketers take an important leap forward. It is inspiring to read the words of such an inspiring leader and I will implement these practices as a change agent in my own organization.
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1 of 1 people found the following review helpful By Vintageman on July 11, 2013
Format: Hardcover Verified Purchase
I always get a nugget or two of new learning from books like this one but found myself bogged down more than usual trying to read it. Not the most exciting read ever for me.
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1 of 1 people found the following review helpful By Prabha on February 16, 2012
Format: Hardcover
Reading the BrandRituals by Zain Raj was a refreshing change from other books on Marketing, especially for a strategic planner. Here is a book that puts the focus on the consumer.
Today, marketers no longer hold the key to a brand's success. This has passed on to the hands of the empowered consumer. With so many options to choose from; countless promotions and discounts thrown at them, what would make a consumer choose your brand every time over others? BrandRituals introduces and elaborates on the concept of "Mindfulness: and how it is one of the things that can differentiate your brand and move it along to a state of "brand-bonded relationship" with your consumer. A must read book on every agency account planners' list.
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Format: Kindle Edition Verified Purchase
Zain Raj continues to be at the forefront of marketing innovation, and is someone who has his finger on the pulse. Brand Rituals shows how the definition of “value” has changed—that consumers control the conversation, and that they no longer want to be sold to. It goes on to provide a pragmatic road map for building “value” in this new world economy via the creation of emotional bonds that drive habitual behavior; brand rituals. A terrific read for all marketer—from interns, to planners, to brand managers, to CMOs.
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Format: Kindle Edition
As a huge connoisseur of brand business books, I think I might have found my new bible! Raj's thoughtful and insightful book creates a compelling case for building a real, valued brand relationship. And illustrates clearly the pitfalls if you don't, or can't. He creates a road map, that in today's environment, is extremely straightforward and clear. It is a must-read both for those starting out in the field, to the seasoned CMOs looking to connect to their customers. Highly recommend!!
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Format: Hardcover
Brand Rituals is one of those rare marketing books that will not only change the way you think about marketing, but actually change the way you go about marketing. Unlike most other books in the genre, Zain Raj effectively demonstrates how to go to market within the framework of scientifically valid models of how human beings bond with institutions, ideas, and yes, brands. The end result is a highly practical platform that teaches the reader how to leverage the laws of human behavior within their marketing efforts. Instead of the usual jargon filled, pop-psychology approach that fills the pages of most marketing books, Raj should be commended for bringing a scientific perspective that bridges the gap between human behavior and business success.
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Format: Hardcover Verified Purchase
Like any compelling story, Brand Rituals begins by scaring the hell out of the reader. Especially if you don't let go of the enduring myths and misconceptions author Zain Raj tackles in the third chapter. Essentially, Mr. Raj convincingly proves that if your brand doesn't create a deeper, more meaningful and reciprocal relationship with your consumer, your profits will fall even faster than your relevance.

A deeply bonded relationship is required, as people are much less brand loyal and are more indifferent to advertising than ever before. But what's even scarier is that the valuations of brands in stock price have steadily increased (even allowing for the recent nosedive in stocks). Hence, without heeding Mr. Raj's approach to creating (and sustaining) Brand Rituals, you can believe that the brand bubble will be the next to pop.

There is plenty of hope and optimism for creating an upward trajectory for your brand, though. In following Mr. Raj's thoughtful and revolutionary insights, your brand can create a constant sense of interest and excitement. In doing so, consumers will sense that your brand moves faster, sees farther, and is highly experiential and more responsive to future needs.

Simply put: the more energy a brand has, the greater the consideration, loyalty, elasticity, pricing power, and brand value (as a percentage of firm value) it commands. By aligning your brand with your customer's values, you can deliver a new value equation . . . a direct link between brand momentum and creativity, financial earnings, and stock performance.

I found Brand Rituals to be one of the smartest and most thought-provoking business books I have read in some time. It is intellectually challenging without being wonky.
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