Ever wondered why some products mean something to us, while others do not? Or what's the magic glue that tightly holds consumers to brands such as Google, Mini Cooper, Oprah and others? And why do so many brands with great product innovation, perfect location, terrific customer experience, even breakthrough advertising fail to get the same visceral traction in the marketplace that brands like Apple, Starbucks, or Nike have?
The answer lies herein. Listen in as we speak to Patrick Hanlon, founder of Thinktopia and author of Primal Branding: Create Zealots for Your Brand, Your Company, and Your Future as he reveals the seven factors known as Primal Codes and shows us how to use and combine them to create a community of believers in which the consumer develops a powerful emotional attachment to the brand.
Hanlon's book is an amazing read and gives us a provocative view of classic branding. What makes this book different from the hundreds of other books on branding, is that it looks at brands as a belief system that creates a brand community. The book also provides a prescriptive element and the seven codes of primal branding can be applied to any brand; whether it's a product, service, city, personality or social cause. This is a fascinating read. It's almost like Hanlon's discovered the Holy Grail of great branding!
Patrick Hanlon has worked on such famous brands as Lego, Absolut, General Motors, Pepsi International, Sears, Bell South and IBM as a senior executive at one of the world's most creative advertising agencies went on to found Thinktopia and shared his proprietary new primal branding construct with marketers from Target, Starbucks, American Express and many Fortune 500 companies.