Brands, Partnerships & Rituals

by Craig Johnson    May 7, 2014

The power of two brands that align and create a ritualistic experience.


I love me some Oreos (preferably the Double Stuf) and I can’t remember ever having an Oreo without milk.  At this point in my life, I would have to turn down an Oreo if there was no milk present.  Oreo even refers to itself as “Milk’s favorite cookie”.  The two can’t be separated.

I’m not sure how official the relationship is between Nabisco and the dairy moguls, but it sure is working great for both of them.  Anytime, you can find a partnership where your brand synonymously goes with another brand, it only strengthens both brands.  That experience then creates a ritual that becomes more and more powerful over time.

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