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Primalbranding: Create Zealots for Your Brand, Your Company, and Your Future | 
 enlarge | Author: Patrick Hanlon
Publisher: Free Press
Category: Book
List Price: $26.00
Buy New: $4.79
You Save: $21.21 (82%)
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Rating:  10 reviews
Sales Rank: 264429
Media: Hardcover
Pages: 272
Number Of Items: 1
Shipping Weight (lbs): 0.8
Dimensions (in): 8.4 x 5.8 x 1.1
ISBN: 074327797X
Dewey Decimal Number: 658.827
EAN: 9780743277976
ASIN: 074327797X
Publication Date: January 24, 2006
Availability: Usually ships in 1-2 business days
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Shipping: International shipping available
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| • | Audio CD - Primal Branding: Create Zealots for Your Brand, Your Company, and Your Future | | • | Audio CD - Primal Branding: Create Zealots for Your Brand, Your Company, and Your Future | | • | Hardcover - Primalbranding: Create Zealots for Your Brand, Your Company, and Your Future | | • | Kindle Edition - Primalbranding | | • | Audio Download - Primal Branding: Create Zealots for Your Brand, Your Company, and Your Future (Unabridged) | | • | MP3 CD - Primal Branding: Create Zealots for Your Brand, Your Company, and Your Future |
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Product Description
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 around the brand, 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, 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. 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 Primal branding, 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. Primal branding presents a world of new possibility 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.
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| Customer Reviews: Read 5 more reviews...
Create Zealots For Your Brand July 31, 2008
InsideWork Book Review (Irvine, CA USA)
Brands that lack the Primal Code also lack popular appeal. Primal Branding explains the elements of the primal code and provides a framework for assessing our own codes. If your goal is to have your organization, product, service, or cause to stand out, then decoding and understanding your own code is a critical first step.
Anyone familiar with the biblical narrative will see all these elements in the scriptures. At InsideWork, our concern is that most businesses led by people who claim to have (or least be working on) a biblical worldview do not rise above parity in terms of brand performance and marketplace impact -- most are frankly unremarkable, unappealing and unmemorable. We think that's tragic and unnecessary. This should never be the case for businesses that seek to demonstrate a biblical worldview and the reality of the Kingdom of God. Primal Branding is a challenge and a tool to help us assess our businesses so they can powerfully live out our beliefs, passion, and redemptive story in the marketplace.
Read the entire review at http://insidework.net/resources/readinglist/entry-0000012687
 Hard Read February 10, 2008
Jonathan W. Kruse (LA)
This book was very boring and hard to read. The author uses his keywords (creation story, the creed, icons, rituals, sacred words, pagans)in almost every sentence like he's got something to prove. So much of this is common sense it's not worth your time.
There were a lot of great reviews on this site and the back of this book made it sound amazing, but it fell short.
 The Why and the How of Branding August 13, 2007
John Chancellor (New Orleans)
2 out of 2 found this review helpful
Primal Branding goes much deeper than most books on branding. It is not just about logos and tag lines but about the seven crucial components which must be present to creating a brand that connects.
The seven attributes are the creation story, the creed, icons, rituals, sacred words, pagans (the opposite or those opposed to the brand) and leaders. Primal branding is not about "building a church, but creating a religion."
"Primal Branding has broken down the elements that help people feel better about a brand." All marketers are searching for ways to stand out from the crowd, to get attention, to connect. Hanlon has given us the blueprint to do just that. But as he says, "If all we needed were a recipe, everyone would be a great chef." He gives us the blueprint, but there is still the need to create the story, to make sure it resonates with everyone, the employees, the vendors and the customers. Branding is still part science, part art and a good deal of luck.
The book is well written, easy to read and filled with many examples of very successful brands - from coca-cola to lego to U2. Hanlon goes behind the scenes to uncover what made the brands successful. He gives great insight into the things we must do to make our own brands successful.
While we have the essential steps to brand our products or services, we still need to bring the emotional connection into the process. That of course is where the art and luck comes in.
If you are responsible for marketing your services, you really need to read this book.
Success For The Business Owner May 7, 2007
John Haracopos (New York,N.Y.)
The "buzz" word out of everyones mouth in marketing today is BRANDING yet when I asked people what they meant by that, I could never get an answer that made any sense until I was told about this "WONDERFUL" book.
This very easy read explains EVERYTHING you need to make your business boom! "Many Thanks" to Patrick Hanlon, I am now in the process of "branding" my business with a new understanding and outlook of myself and my work-!!
Definitely worth the time to read March 25, 2007
Jonathan A. Willens (Brooklyn, NY)
Branding isn't that easy, so I feel that anyone trying to boil it down to seven ways to nirvana is a bit simplistic. But Hanlon's seven elements of primal branding make a ton a sense. The emphasis on the creation story is a helpful reminder that brands derive strength from people knowing where they come from and why they exist. While I think it could have made these points in fewer pages, I would definitely recommend this book
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