5: Developing Rituals

Every social relationship needs rites if it is going to develop and endure. Every social group needs rites to affirm and reaffirm its existence plus the fact that it has members. No community of consumers can much less endure in the absence of rites. Given the importance that entrepreneurs attribute to communities nowadays, rituals can no longer be considered as mere historic relics limited to religious contexts. Quite the contrary, they have become an integral part of contemporary entrepreneurialism. New rituals must be created to accompany the invention of any new product or service offer, brand or experience. Indeed, this specific type of inventiveness has become an essential activity for managers seeking to consolidate their brand consumers’ sense of belonging to a community.