Primal Branding: Create Zealots for Your Brand, Your Company, and Your Future

Patrick Hanlon

Feb 2006 · Tantor Media Inc · Narrated by Alan Sklar

About this audiobook

What is it that made Starbucks an overnight sensation and separated it from other coffee house companies? Why do many products with great product innovation, perfect locations, terrific customer experiences, even breakthrough advertising fail to get the same visceral traction in the marketplace as brands like Apple and Nike? 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 marketers of every stripe-and the opportunity to move from being just another product on the shelf to becoming a desired and necessary part of the culture. Primal Branding has become required reading at YouTube, and also is included in marketing and graduate courses at colleges and universities around the world.

Ratings and reviews

complete waste of money. all it was was stories and talking about bug name brands and why they have significant meaning in people's lives. all things and reasons I already new. no section on how to apply it to your business or anything. don't buy

About the author

Patrick Hanlon has served as a senior executive at the world's most creative advertising agencies, working on famous brands including Absolut, UPS, Sears, and IBM. In August 2003, he founded Thinktopia and began sharing the primal branding concept with marketers from Target, LEGO, Starbucks, and elsewhere.

Audie Award finalist Alan Sklar has narrated nearly two hundred audiobooks and has won several AudioFile Earphones Awards.