One playful idea (Landor Perspectives 2011)

John Matthews

This article highlights how playful branding that creates rituals can translate into lifetime loyalty, which it illustrates with examples from the confectionery and cake categories.

One playful idea (Landor Perspectives 2011)

John MatthewsLandor

The first thing to understand about play is that it's different from entertainment. Playful brands invite interaction and often initiate rituals.

Marketers tend to think ritual is the magic ticket—that if it can be created, consumers will wed a product for life. The problem is that ritual is often category generic. Take tequila: It's positively dripping in ritual, but people aren't shouting brand names at the barman at the end of the night.

Some brands succeed at creating a playful ritual of their own. One example is the U.K.'s iconic treat,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands