The Ritual Advantage | A Strategic Playbook for Designing Meaningful Luxury Experiences That Customers Remember and Repeat

In a world where luxury is often defined by access and aesthetics, The Ritual Advantage reframes the conversation, placing emotion, memory, and meaning at the heart of brand loyalty.

This Strategic Playbook presents a powerful methodology to help brand leaders, marketers, creative directors, and experience designers move beyond service and spectacle, into the world of ritual.

Crafted by Maurice Ajanaku, Chief Experience Officer at Maison la Matrone, and trusted brand advisor to global names like Diageo, Accor, and citizenM—this guide reveals how the most iconic brands design emotional connection that lasts.

Inside, you'll discover:

✅ Why heritage and scarcity are no longer enough to stand out
✅ The psychological and neurological power of ritual
✅ 7 iconic case studies (Hermès, Patek Philippe, Amouage & more)
✅ A practical 6-step framework to design high-touch rituals
✅ How to activate rituals across departments (HR, Retail, Product, etc.)
✅ Business metrics that prove ritual drives loyalty and lifetime value
✅ Pitfalls to avoid and how to ensure rituals feel authentic
✅ Downloadable tools: The Brand Ritual Design Worksheets

Whether you're launching a new brand, elevating an experience, or training internal teams, this playbook gives you the foundation to turn moments into meaning.

Ritual isn’t soft. It’s strategic. And it’s the future of luxury.

Download the accompanying Worksheets here