- Audible Audio Edition
- Listening Length: 7 hours and 55 minutes
- Program Type: Audiobook
- Version: Unabridged
- Publisher: Tantor Audio
- Audible.com Release Date: May 17, 2006
- Whispersync for Voice: Ready
- Language: English
- ASIN: B000FQJN0C
- Amazon Best Sellers Rank:
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Primal Branding: Create Zealots for Your Brand, Your Company, and Your Future Audible – Unabridged
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Top Customer Reviews
|Length: 3:16 Mins|
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.Read more ›
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.
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.
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.Read more ›
Most Recent Customer Reviews
Absolutely love this book. It is very insightful if you are working on a new brand in your company. Really opens your eyes to what is and what isn't important.Published 2 months ago by Codug
It takes too long to get to the point of the subject. The concept idea is slightly introduced then you have read through pages and pages of examples to finally get to the central... Read morePublished 2 months ago by Jose Torres
Good fundamental content. The examples are helpful, but ends of feeling like padding for the book as they drag on.Published 2 months ago by Roy Wang F
Excellent book on branding. I didn't give it 5 stars because there is some unnecessary swearing and some inappropriate examples which if left out would not take anything from the... Read morePublished 6 months ago by Scribbles
I was very happy to have read this. Very relevant advice, and a little surprised this wasn't discovered long ago.Published 8 months ago by Bruce
I found this book outlined a framework and illustrated it quite well with a variety of examples. His strength in teaching came from using examples of companies across many... Read morePublished 12 months ago by Chelsea Obrien
I liked it! Was a little boring after a while so I just read what I wanted to learn. Real good information though, ima use it for my own stuff (:Published 13 months ago by Uly