A few weeks ago, I shared a piece on LinkedIn about the quiet power of ritual in luxury and how the most iconic brands aren’t just remembered for what they make, but how they make people feel.
The response was unexpected.
So many people reached out: brand directors, experience designers, founders, marketers.
They asked:
“How do I create a ritual for my brand?”
“Is there a framework I can use?”
“Can you share more?”
So I did.
The Ritual Advantage is a 43-page strategic playbook I created for anyone building luxury experiences, high-touch service journeys, or symbolic brand moments that are meant to be felt and remembered.
It brings together what I’ve learned through years of building brands and experiences at Maison la Matrone, citizenM, Diageo, and Accor. It’s part strategic guide, part creative workbook, part emotional blueprint.
📥 Download the playbook for free (limited time)
A clear, 6-step framework for designing meaningful rituals
Case studies from Hermès, Amouage, Patek Philippe, Apple, and more
Tools to help you identify “ritual hotspots” across your customer journey
A guide to engaging the senses, embedding symbolism, and pacing emotional moments
A department-by-department breakdown of how to operationalise ritual
Business value metrics: from loyalty and memory to pricing power
Common pitfalls to avoid so your ritual feels intentional, not performative
Supportive Tools: the Brand Ritual Design Worksheets
If you’re working on a luxury brand, hospitality experience, membership model, or anything where connection and emotion matter, this is for you.
I first shared the link quietly in last Sunday’s edition of Sunday Curation. But I wanted to give it its own space today, because it deserves it.
I hope it gives you structure, language, and ideas you can put to use.
And if it sparks something, let me know.
Talk soon,
— Maurice
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