Category
Lifestyle
Assisted Choices
Trend cluster
Category
Branded
Rite
Brands work to associate themselves with major moments in consumers' lives.
3.2
Trend score
Trend
What is the Branded Rite trend?
Branded Rite: Rites like weddings and births are the most important moments in people's lives, and they're virtually guaranteed to be looked back upon sentimentally. In a push for emotional metonymy, companies are providing branded products and services directly associated with those major moments, like wedding registries and baby showers. This strategy amounts to proactively nurturing nostalgia for one's brand and building long-term consumer loyalty, as consumers will remember their foundational moments in connection with a brand.
Trend themes
Themes within the Branded Rite trend
Three behaviours holding the trend together01
Branded Momento Marketing
Companies are providing branded products and services directly associated with major life events, aiming to nurture nostalgia and build long-term consumer loyalty
02
Non-Traditional Gift Registries
Brands are expanding into the gifting world and beyond traditional occasions, offering gift registry services for any special occasion, and working to broaden the brand's scope and influence
03
Unconventional Weddings
Wedding ceremonies are getting an upgrade as brands offer wedding packages, catering and venues. Brands are increasingly getting creative by offering unconventionally themed wedding packages like fast food chains to cater to the interests of potential consumers
Industry implications
What the Branded Rite trend means for industry
Where the trend changes the playbookFor
Marketing
Opportunities for marketers to create a more personalized experience by associating brands with special moments in consumer's lives
For
Retail
Retailers can now enter the gifting world by offering non-traditional gift registry services which can help to broaden their product line
For
Hospitality
Hotels, restaurants and fast food chains are providing a wedding experience that is unique to their brand to attract and retain customers.
Workshop question
How could you connect your brand to a personal milestone in your target consumer's life?
Trend signals
Trend signals for Branded Rite
Trend score 3.2 out of 10, from popularity 39%, activity 50%, freshness 8%.
Popularity39%
Activity50%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Asia-Pacific
Evidence
Examples of the Branded Rite trend
4 featured examples from Feb 14 to Nov 29, 2017CategoryBusiness
Home Furnishing Gift Registries
IKEA is Introducing a Gift Registry Service for Special Occasions
Home furnishings businesses should explore integrating gift registry services to their operations, as it offers customers convenience and an increased opportunity to buy more of t…
CategoryLifestyle
Fast Food Weddings
The New Taco Bell Wedding Packages are a Delicious Way to Tie the Knot
Fast food chains can expand their revenue streams by offering wedding packages and branded merchandise.
CategoryLife-Stages
Pizza Chain Baby Registries
Domino's and Gugu Guru are Helping You Pick Baby Registry Essentials
Restaurants can explore partnerships with baby registry consulting companies to offer branded products and experiences for parents-to-be.
CategoryLifestyle
Pizza Chain Wedding Registries
Domino's Now Offers Its Own Online Wedding Registry for Couples
Disruptive innovation opportunity: Develop new and innovative ways for restaurants and food chains to tap into the wedding market by offering unique food-based services.
