In Brand Rituals: How Successful Brands Bond with Customers for Life, Zain Raj - a recognized leader in the marketing and strategy space - posits that companies and their brands have the ability to drive significant business impact by creating a bond with their most loyal customers. Raj calls this a Brand Ritual, a deep, abiding relationship that customers build with brands - which becomes an integral part of their lives.

The book discusses how it's no longer about consumer beliefs; it's all about customer behavior. It challenges the five existing marketing myths that no longer serve us and provides a clearly defined four-stage approach to a Brand Ritual:

1. get the initial transaction with a New Value Equation. 2. magnify consumer attraction by being digital at the core. 3. build connections with relevant innovations and experiences. 4. create a bond by aligning on core values. A higher number of bonded customers is not only possible but absolutely necessary if you and your company want to create sustainable brands that defy competitors for decades.