Putting lime in Corona is a great example of a brand ritual. Believe it or not, rituals like this not only increase the perceived positive experience of a product, but they also influence how much a person is willing to pay for the product.
The four key building blocks of a brand ritual are:
- Make it fit in naturally with the behaviors of the target audience.
- Keep it simple and systematic.
- Make it unique.
- It has to fit the brand.
Read the whole post about brand rituals over at the ROI blog.