Primalbranding

“A crash course in branding. It’s so easy to understand. . . .It’s exactly what many companies should be doing, but are not.” —Christian Korbes, Senior Director, LEGO Central Europe

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, even 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.

In Primalbranding, Hanlon explores seven definable assets that construct the belief system that lies behind every successful brand. These seven components are the primal code and Hanlon shows how to use 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 possibility—and the opportunity to move from being just another product on the shelf to becoming a desired and necessary part of the culture.

“Whether you’re leading an advertising agency, a Fortune 500 company, a middle school, or a political movement, you need to read this book.” —Dan Pink, author of When: The Scientific Secrets to Perfect Timing