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

4.1 out of 5 stars 38 customer reviews

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Format: Paperback
Length: 3:16 Mins
Wondering how to build your brand for your business? If you are searching for a history of successful companies, large and small, then Primal Branding delivers an insider's perspective. Author Patrick Hanlon, an avid journalist, spent years penetrating the barriers surrounding marketing secrets of thriving businesses.

I am a pre-published author seeking to establish myself in the thriller genre as a professional with both a vision and a quality product. Primal Branding provided a series of steps to guide me through this process.

Here are the seven components to the Primal Code, plus one sentence I learned about each.

Creation Story - each brand must tell the story of their beginnings. It must answer the question, "Where do you come from?" Example: the "about" section of a company)
The Creed - this is the spine which supports the whole brand. This should project the vision of what you want the company to become. Example: the tagline for a company)
The Icons - these are the images or sensory products that are instantly identified with your brand. They should be recognizable and distinct enough to leave an impression on the consumer. Examples: logos, themes, and products)
The Rituals - the interactions that your consumer has with your company and products. The goal is to maximize the number of positive occurrences your customer has with your company. Example: online shopping or browsing)
The Pagans - these are the opponents to what defines your company. It's as important to identify your "unbelievers" as it is to define who you are. Example: Pepsi Cola versus Aquafina.)
The Sacred Words - the specialized jargon that only the insiders know. Every belief system has its own informal dictionary to distinguish itself from outsiders.
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Format: Hardcover
Formula: author looks at successful examples of branding and back-engineers to tell you why they were successful.

I can tell you 30 books that do this (I read them all.)

This book presents, instead, a coherent theory that projects to future cases, and thus is worth imitating. Nothing wrong with stealing someone's theory if you've bought his book.

In this case, you can actually take what the author lays out and apply it your business whether is a chain of funeral parlors or amazon.com.
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Format: Hardcover Verified Purchase
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.
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Format: Paperback Verified Purchase
I had high hopes when I picked up this book based on some of the other glowing reviews. What a huge disappointment.

The author tells us he's cracked the marketing Rosetta Stone and come down from the mountaintop with a magical treasure map for you to follow. A guide to creating the kind of zealous fans every business owner dreams of. You know, Harley Davidson, Krispy Kreme, Apple, etc. etc. That would be amazing, if it were even a little bit true.

Here's the basics, so you don't have to buy, and then read through, the 244 (out of 246) useless pages.

You just need:

1. A creation story - why the company exists and what makes it unique.
2. A creed - the principles that guide the business.
3. Some icons - logos mostly, but other visible things that make people think of your company like Starbuck's cups.
4. Some rituals - like making people stand in line at Starbuck's.
5. Some pagans or non believers - people who don't buy into your program that you can rally your supporters against.
6. Some sacred words - basically jargon no one understands until they are 'in' your group.
7. A leader - you know, like Steve Jobs or Thomas Edison.

The entire first section covers this in exhaustive detail by dumping a metric shit ton of disconnected and poorly edited anecdotes discussing various ways companies have implemented the 'pieces of the primal code'.

The second half of the book is even more unbearable because Mr. Hanlon completely abandons even the pretense of pretense of providing meaningful insights in favor of heaping on even more poorly edited anecdotes about the same companies we grew tired of in the first section.
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