Christmas, Hanukkah, and the Marketing Power of Rituals

For the first time in decades, Christmas and Hanukkah kicked off on the same day—December 25th, 2024. It was a rare coincidence. It was like the universe decided to sync up its holiday calendar for once. Christians and Jews turned on their respective holiday lights together, whether it was the menorah's warm flicker or the glittering glow of a Christmas tree. And just like that, two grand celebrations reminded us of the power of rituals: symbolic, meaningful, and unshakably binding.

Let me elaborate on why I find the rare coincidence insightful as a brand strategist. Both holidays have mastered the art of ceremonial power. For Christians, the ritual begins when that dusty box of ornaments emerges from storage, each bauble telling its own story: Grandma's hand-painted angel, her kindergarten craft that somehow survived decades, the gaudy but beloved piece from that first Christmas together. The ritual unfolds through December like a perfectly orchestrated campaign—ugly sweater competitions at the office, cookie exchanges with neighbors, trees twinkling in windows across neighborhoods, and the festive table where so many family memories are written. At the same time, at least in 2024, Jewish families placed their menorahs in windows as brilliant symbols of endurance. Mark Oppenheimer noted in the Wall Street Journal that the holiday poses a unique question: "How are Jews to relate to the non-Jewish world?" The eight candles celebrate the triumph of the first monotheist faith over pagan conquerors, signaling that as foreigners in foreign lands—a reality for the Jewish people for many centuries between the destruction of the second temple and the foundation of the state of Israel—they have maintained, and publicly advertised their own story of resiliency.

From the sacred to the modern, rituals find their power in significance, turning fleeting moments into lasting memories        

Like memorable holidays, enduring brands are rare. Very few survive beyond a couple of generations, and those who do understand the power of rituals in handing their legacy from one generation to the next. Stella Artois, founded in 1366, is one of the oldest continuously operating brands in the world. This centuries-old brewery transformed the simple act of pouring beer into a nine-step ceremony worthy of a medieval guild. The ritualistic presentation—from the specific chalice to the precise angle of the pour, topped with the "beheading" of foam with a knife—elevates a simple Belgian beer into liquid gold. It's not about quenching thirst but mastering a craft that marks you as part of a centuries-old tradition.

If loyalty programs embraced rituals over transactions, they would cultivate a deeper kind of loyalty—one that is priceless, sustainable, and rooted in meaning.        

The ritual is even more elaborate for Rolls-Royce, a relative newcomer established in 1877. You don't buy a car; you're initiated into automotive aristocracy. The experience unfolds over months through private consultations in their atelier, selecting from leather hides and wood veneers. It culminates in a ceremonial handover that makes you feel less like a customer and more like nobility receiving a crown.

Some brands weave their rituals into our seasonal fabric. Coca-Cola's Polar Bears have become winter solstice spirit animals, as anticipated as Santa himself. The Hess toy trucks transformed gas station merchandise into cherished holiday artifacts that parents now pass to their children. These aren't just marketing campaigns—they're modern myths that tap into our need for tradition and belonging.

Rituals are deeply sensorial—they imprint significance through the senses. They linger in our memories with aromas that transport us to childhood, colors that stir emotions, and rich textures we feel without even touching        

Rituals engage all our senses to create lasting memories and meaning. Every element is carefully choreographed, from the visual poetry of candlelight to the aromatic whispers of incense, from the taste of ceremonial beverages to the sound of prayers and chants. The details matter - the precise fold of fabric, the specific ceremonial attire, the way objects are arranged - because they transform ordinary moments into extraordinary experiences. These sensory touchpoints aren't just decorative; they're the building blocks of belonging, turning simple actions into sacred ceremonies that tell our stories and affirm our commitments.

These brand rituals share their power to mark belonging and achievement. As brand builders, we can learn a lot by looking at the ceremonies, symbols, and gear of organizations that have survived partly because of their deliberate use of rites and rituals. Freemasons, Les Clefs d'Or Concierges, the Cha?ne des R?tisseurs, and most Armed Forces everywhere on our small planet are sources of inspiration that will give us ideas on how to celebrate a brand new customer or the loyalty of an old one. Their genius lies in how they engage all five senses: the smell of fresh leather in a Rolls-Royce, the sound of beer cascading into a chalice, and the feeling of a world united by a white polar bear and its cubs known to every child on this planet. These rituals make us crave and desire to be part of something, transforming the ordinary into a celebration of extraordinary power. They understand we all aspire to be part of something we find valuable in our lives. You can say rituals literally create value, and if that is not branding, I am not sure what it is.

In the end, whether it's a centuries-old holiday or a modern brand experience, rituals do more than create memories—they create meaning. And in a world where loyalty is increasingly rare, meaning might be the most valuable thing a brand can offer.