Related Tags

Ritual, routine, and branding

Ritual, routine, and branding

Routine is a ritual of industrial society, less sensemaking.

Industrial society abandoned the connection between ritual and the emergence of sense. Ritual namely produces sense alongside its repetitive nature. A sense emerges from the repetition.

Sense is an emergent property of ritual (repetition). Ritual, with its intrinsic machine of repetition, produces sense like Reich’s repetitional music. It brings musical “sense” to a level of tiny differences between repeating structures that establish a pattern (sense) among structures and not among musical tones or harmonies. Ritual dances organize themselves alongside repetitive structures that produce focus, involvement, and ecstasy (being one with the sense itself) as the highest experience level of any ritual.

The industrialization that shifted ritual into a routine (another emergent property – now of evolution) established the notion that what is repeated is there only to achieve some other goal outside repetition itself. The robot (machine) repeats particular actions to produce a car as a result of a repetition. A car has no intrinsic connection with repetitive actions. In ritual, on the contrary, the sense (the car) does not separate from the process. The robot (machine) produces both senseless cars and symbolic sense. The tragedy of the industrial individual is that he misses the sense and sticks to senseless matters.

Industrialization thus misleads us, thinking that we buy cars as products of mechanical actions, not as brands, as memetic structures that emerge on the surface of ritual.

Yes. While routine and repetition can produce products, ritual produces brands with all their properties, including the most important one: brands live. Brands live because they are memetic structures run by similar principles as genes. Strictly speaking, memes organize themselves as memetic fields like stars and planets organize themselves alongside gravitational fields. Gravitationally organized memes are brands. Thus, memes exist as prands only, as gravitationally organized. Brands are field vectors.

No memetic structures exist outside brands. Brands came into existence on earth with memes at least 200,000 years ago, so branding is at least 200,000 years old human activity.

Branding is a sensemaking human activity (ritual), while routine is a senseless human activity lacking memetic structures. Life emerges from a routine in a complex environment like the biosphere, but it is rituals ritual nature that adds sense to life.

By the way, don’t we recognize brands as entities that focus on, involve, and even push customers into ecstasy? Aren’t these entities also entities that define ritual? Does someone need an additional argument? If yes, please mail me.

Branding as an activity that focuses identity elements into coherent internal structure is a prerequisite for all types of value exchange. You can not exchange values without their identity vehicles within a brand. And value exchange is the trait that ultimately separates humans from the rest of life on earth.

The routine is valueless. A ritual that rests on memes, memetic fields, allows value to emerge as something that “happens” between two humans in the same manner as sense emerges out of information.

We as humans are products of a genetic routine, but even more are products of meme machinery operating as rituals and producing brands as tokens of exchange, tokens of the human economy.

Leave A Comment

Go to Top