"Whether you're leading an advertising agency, a Fortune 500 company,
a middle school, or a political movement, you need to read this book."
--Daniel H. Pink, author of When: The Scientific Secrets of Perfect
Timing
In one of the most original books of its kind ever written, Patrick
Hanlon explains how the most powerful brands create a community of
believers, revealing the seven components that will help every company
and marketer capture the public imagination--and seize a bigger slice of
the pie.
What is the magic glue that adheres consumers to Google, Mini Cooper,
and Oprah, but not to others? Why do many brands with great product
innovation, perfect locations, terrific customer experiences, and
breakthrough advertising fail to get the same visceral traction in the
marketplace that brands like Apple, Starbucks, or Nike have? After years
of working with famous brands like Absolut, Ford Motor Company, LEGO,
Disney, Montblanc, Sara Lee, and others, Patrick Hanlon, senior
advertising executive and founder of Thinktopia, decided to find the
answers. His search revealed seven definable assets that together
construct the belief system that lies behind every successful brand,
whether it's a product, service, city, personality, social cause, or
movement.
In Primalbranding, Hanlon explores those seven components, known as
the primal code, and shows how to use and combine them to create a
community of believers in which the consumer develops a powerful
emotional attachment to the brand. These techniques work for everyone
involved in creating and selling an image, from marketing managers to
social advocates to business leaders seeking to increase customer
preference for new or existing products. Primalbranding presents a
world of new possibilities for everyone trying to spark public
appeal--and the opportunity to move from being just another product on
the shelf to becoming a desired and necessary part of the culture.
