Distinctiveness via rituals

The royal wedding was a wonderful occasion for both the couple and for the country.

I think at a deeper level we should look at this event from a few different angles.

On the one hand it goes to demonstrate how all this totally irrelevant ‘pomp and ceremony’ is actually critical to defining part (not all) of our culture as a nation – the event proved to be a glorious focal point of national identity and pride. It further demonstrates the importance of being distinctive in a world where country boundaries are increasingly blurring.

On a more prosaic ‘marketing level’, it also supports the notion that a brand can drive its distinctiveness via rituals (witness Corona’s lime trick, Magners with their ice, or KitKat’s lamented ritual of removing the sleeve and running the finder along the foil (I wonder if the money men actually knew what they were losing when they moved to flow wrapping?).

The second point it raised for me was the power of hope. The royal marriage triggered the myth of Prince & Princesses living happily ever. It even had the perfect twist of the commoner marrying into the family like Cinderella (and didn’t Fergie’s children’s play the parts of the ‘ugly sisters’ perfectly?). It is so far away from our own desperate realities of failed relationships and economic strife how could it be of any relevance? Because it gives us all hope – and in the worst of times, people cling even more fiercely to hope.

The Duke & Duchess of Cambridge – may I wish you a long and happy marriage – your marriage has much greater meaning than just the bond of love between two ordinary people.


About slooowdown

Consultant in the fields of Relationships and Change
This entry was posted in Brands, Storytelling, The power of great relationships. Bookmark the permalink.

One Response to Distinctiveness via rituals

  1. Neil Jenner says:

    What was so interesting, from the perspective of my 29 year old son, who was a guest at the Abbey, the Palace and the dance in the evening, was that from the inside looking out it felt like a rather large but wonderful family marriage. Perhaps it is the media that changes the event into a circus by their dextrous use of bearskins, fashion house mentions, celebrity spotting and the need to get ratings.

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