At first glance, branding and religion are an odd, incongruous combination. But on further examination the relationship is closer than we dare imagine.

Branding continuously strives to achieve authenticity and build a relationship with consumers that will extend from cradle to grave. By its very longevity, religion automatically assumes an authentic, loyal, lifelong relationship with its adherents. Brands attach labels to physical products or services, whereas religion represents intangibles - phenomena difficult to describe and impossible to show. Brands are constantly locked in value-based discussion. Religion keeps its discourse confined to the ephemeral, a place that marketers can only dream of.

Brand builders can learn from the way religion has communicated its message through myth, symbol and metaphor over the millennia. We're absorbed by the stories and captivated by the history, symbols and historical messages. They touch us at a fundamental emotional level, which precludes any rational discussion.

In contrast, branding has become an ever-more rational science. We focus almost exclusively on short-term financial outcomes. As a result, brands have rejected the emotional propositions put forth in the 1950s and 1960s in their price-driven quest to create value-added ties to the consumer. We need to reframe our thinking.

So, what does it require to take a brand beyond its traditional loyal base of consumers towards a bonding that resembles a religious relationship? The first step requires paying close attention to the Ten Rules of sensory branding. These are the fundamental components that underpin religion and can serve as the ultimate role model for branding.

1. A unique sense of belonging
2. A clear vision with a sense of purpose
3. Take power from your enemies
4. Authenticity
5. Consistency
6. Perfection
7. Sensory appeal
8. Rituals
9. Symbols
10. Mystery

If you want to understand the dynamics of sensory brand building this chapter summarizes every element of it. It takes you through fascinating statistics from the BRAND sense study and present aspects of branding you most never have noticed before now.

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