Bob Sheard: Ritual is an important component because it's the interface between human behavior and brand behavior. With Dianese, the ritual of protection is what gave the consumer the freedom to take the leap of faith. With Ben Sherman, it was the ritual of butting up that unleashed the self -expression of considered and self-reverential behavior. With Guinness, it was the ritual of waiting that gave it ownership of patience and good things come to those who wait.

It's really understanding the rituals and rights of a consumer and connecting a brand into those can also be a rich source of its personality and its addiction.

Michael Campion: The best example I can think of in the beverage world is Aperol Spritz. Aperol being a fairly dull Italian bitters brand for decades and then reposition itself as the kind of sundowner drink. It was very Instagrammable, very appealing on the eye, but they tried to own that ritual of the outdoor terrace in the sunshine with a refreshing Spritz. They just completely transformed the brand, didn't they? Because they were sponsoring the Man Utd jersey decades ago and it was just Aperol, a dull Italian bitters that no one really liked. Aperol Spritz is just a marketing phenomenon and that's all centered around rituals, isn't it?

Bob Sheard: Yeah, the ritual is centered at the time of the place of the terrace and the ritual of peeling oranges, I suppose.

Michael Campion: That's a really clever example.