Sacralize to Persuade

Sacred nonreligious items and ideas are valued in ways resembling the valuing of religious artifacts and beliefs. The consumer considers sacred items to have power beyond the ordinary. This increases the attractiveness of the items and ideas to consumers. Based on their review of past studies, Robert Schindler at Rutgers University and Elizabeth Minton at University of Wyoming describe a set of properties characterizing sacred items and then employ this characterization to suggest ways sacralizing can be used as a marketing technique.
     Among these are: 

• Sacredness reveals itself to the consumer rather than being enforced by the marketer. My example is how American Girl dolls come with a belly band which the purchaser must cut to remove the doll from the packaging. 
• Maintain secrets about recipes, components, and production processes. Coca-Cola zealously guards the details of its recipe and includes in a plant tour a view of the vault in which the recipe is kept. 
• Associate the product or experience with endorsers who carry charisma and with compelling stories of the founder and of item development. The J. Peterman Company, with its tag line “Traveling the world to find uncommonly good stuff,” was so compelling, it inspired a continuing story line on “Seinfeld.” 
• To the degree possible, present the item or idea with distinctive packaging via providers who wear distinctive uniforms and in stylized servicescapes. Starbucks shops present a servicescape which harmonizes relaxing illumination, comfortable seating, and aromas of ground coffee beans. 
• Suggest, and perhaps enforce, rituals for how the item is consumed. Best is when these rituals require some effort or other sacrifice by the consumer and when the rituals are respected by groups who advocate for the item or idea. Posted at some Starbucks shops is the motto “Take comfort in rituals.” Learning the Starbucks naming conventions, such as calling a small beverage “tall,” requires an effort and, once accomplished, helps the consumer feel part of a select group.

     Prior studies verify the persuasiveness of self-discovery, mystery, sacrifice, and brand communities. What this Rutgers/Wyoming work contributes is the idea that the component techniques can operate synergistically.
     Further, in my email exchange with Prof. Schindler, he wrote, “Efforts toward sacralizing one’s brand should start with offering something that consumers like or, more ideally, something that consumers find unexpectedly satisfying or pleasurable. The properties of sacredness can then be used to further develop these positive feelings toward the brand.”

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