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Patrick Hanlon

Primalbranding: Create Belief Systems that Attract Communities Paperback – May 16, 2011

by Patrick Hanlon (Author)

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—

“Whether you're leading an advertising agency, a Fortune 500 company, a middle school, or a political movement, you need to read this book.” —Daniel H. Pink, author of When: The Scientific Secrets of Perfect Timing

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, 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, and 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 Primalbranding, 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. Primalbranding presents a world of new possibilities 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.

Print length

272 pages
Language

English
Publisher

Free Press
Publication date

May 16, 2011
Dimensions

5.5 x 0.7 x 8.38 inches
ISBN-10

1451655312
ISBN-13

978-1451655315
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Editorial Reviews

Review

"A crash course in branding. It's so easy to understand, I felt myself saying 'of course.' It's exactly what many companies should be doing, but are not."
—Christian Korbes, Senior Director, LEGO Central Europe

"What do Starbucks, Apple, the Marine Corps, and Cesar Chavez have in common? They create what Hanlon calls 'a culture of belief.' Primal branding cracks the code of these cultures -- and offers a fascinating look at why people respond so ferociously to them. Whether you're leading an advertising agency, a Fortune 500 company, a middle school, or a political movement, you need to read this book."
—Dan Pink, author of When: The Scientific Secrets to Perfect Timing

"Primalbranding is untraditional, it's emotional, and it's depth rather than breadth."
—Dave Williams, VP Consumer Centricity, Best Buy

"The seven factors of Primalbranding provide a structure by which all types of entities from companies to countries to religions can create a unique identity. Everyone involved with creating and managing an image should understand these factors."
—Michael J. Houston, Interim Dean, Carlson School of Management, University of Minnesota

"As in most good books, one idea alone is worth the price and the time. In Primalbranding, it's the 'creation story.' That story is often at the heart of being different and successful."
—Jack Trout, marketing expert, author of Positioning

"What Jim Collins's Built to Last did for companies, Primalbranding does for brands...a must-have for any brand that wants to spot-weld itself to the hearts of customers."
—Luke Sullivan, author of Hey Whipple, Squeeze This: A Guide to Creating Great Ads

"Primalbranding takes you deep into branding territory, to a place that other so-called branding experts haven't even imagined. This innovative presentation is credible, incredible, and curiously compelling. It's a deep dive into a new design culture, one that is sure to resonate with today's consumers."
—Robyn Waters, founder, author of Trendmaster's Guide, and former VP Trend, Design, and Product Development, Target

About the Author

As a senior executive at the world's most creative advertising agencies, including TBWA, Ogilvy, Hal Riney & Partners, and Lowe & Partners in New York City, Patrick Hanlon has worked on such famous brands as Absolut, UPS, John Deere, H&R Block, LEGO, General Motors, BellSouth, Pepsi International, Sears, and IBM. In August 2003, he founded Thinktopia and began sharing his proprietary new primal branding construct with marketers from Target, Starbucks, American Express, and elsewhere. It was immediately hailed as "a provocative new look at classic branding." Others simply cheer that primal branding is "not the same old branding B.S." After a decade of working on Madison Avenue, the author is now headquartered in Minneapolis, where he serves Fortune 500 clients across the country.

Product details

Publisher ‏ : ‎ Free Press; Reprint edition (May 16, 2011)
Language ‏ : ‎ English
Paperback ‏ : ‎ 272 pages
ISBN-10 ‏ : ‎ 1451655312
ISBN-13 ‏ : ‎ 978-1451655315
Item Weight ‏ : ‎ 7.6 ounces
Dimensions ‏ : ‎ 5.5 x 0.7 x 8.38 inches

Best Sellers Rank: #419,162 in Books (See Top 100 in Books)
- #573 in Marketing & Consumer Behavior
- #682 in Advertising (Books)
- #2,809 in Marketing (Books)

Customer Reviews:
240 ratings

Customer reviews

5 star		63%
4 star		16%
3 star		10%
2 star		5%
1 star		6%

How are ratings calculated?

Top reviews from the United States

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Mike

The book is certainly on point in its strongest areas but I feel like theres more filler than anything and you can probably ...

Reviewed in the United States on June 13, 2018

Verified Purchase

The first 1/3rd of the book was very helpful, the 2nd became incredibly long winded as it reiterated previous talking points from earlier chapters. the final 1/3rd didnt seem to include much valuable information at all. The book is certainly on point in its strongest areas but I feel like theres more filler than anything and you can probably find the same information in a better book. All you really need to do is read the first few chapters and you get the gist of the entire book

12 people found this helpful

Helpful

Touseef Mirza

A must read for anyone who wants to create impact in the world!

Reviewed in the United States on March 26, 2017

Verified Purchase

I love this book! Patrick Hanlon deeply understands that branding and marketing is first and foremost about truly connecting on a human level with the audience. He describes beautifully how the innate yearnings of human beings are to belong and to believe--we want to believe in something that has meaning to us. He also describes the roadmap to create a strong brand through 7 distinct primal codes. These principles are then exemplifies through detailed case studies that breakdown the process in a concrete way. This really helped me in understanding how to apply the 7 codes to my own brand.

It was an absolute joy to read this book. I kept underlining and taking notes in the margins…the book is now mess with all my scribbles! Obviously, this is a testament of great content and writing. Thank you Mr. Hanlon for giving us this intelligent, genuine, and practical gift!

5 people found this helpful

Helpful

Michelle Carey

Good marketing book, wished for more application than explanation

Reviewed in the United States on March 12, 2021

Verified Purchase

A good book. The points to create a primal code make sense and helped me look at our branding in a deeper way. The only thing is, I wished there was more application in helping business owners create their own code with each point. There was only a small portion of the book that did that. The majority of the book was examples of successful companies that have the primal code in their branding, which I started to think it was over kill on the explanations. Another good book to pair with this one for people that need branding help is Story Brand by Donald Miller. That one is a deep dive in application which I wish this also did something similar.

Helpful

Franklin Taggart

Adding this one to the top of my list of yearly reads

Reviewed in the United States on April 18, 2020

Verified Purchase

The second I think I finally get what branding is, the next second I have no idea. In this book I begin to understand why branding is such a mysterious and slippery discipline. Primal Branding reveals a multifaceted concept of branding rooted in our common human need to belong. It also shows us the places in our own company branding where gaps and vagueness become problematic. You'll want to take the time to read with some depth and rigor. There is so much to digest here.

Helpful

Ryan

Watch a video on it or the footnotes. There ...

Reviewed in the United States on March 31, 2018

Verified Purchase

Watch a video on it or the footnotes. There is a ton of extra fluff and I wish I would have just watched a video and got the information in 10 mins.

10 people found this helpful

Helpful

B. Barker

Common sense and wisdom packed into this easy to read book.

Reviewed in the United States on August 8, 2018

Verified Purchase

I learned a lot of helpful things to get my on-line business down the road a bit further. This is an easy read with a lot of relevant information and solid wisdom for anyone who is trying to build a brand for their company, no matter how big or small.

2 people found this helpful

Helpful

The Why and the How of Branding

Reviewed in the United States on August 13, 2007

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.

18 people found this helpful

Helpful

Mark Smith

What an epic book!

Reviewed in the United States on May 27, 2019

Verified Purchase

As someone who is on the path to creating a personal brand to shape my career, I found this book helpful. With a clear checklist of seven critical elements to success, this book will help anyone who is involved in creating brand and culture. Also, the section on M&A is fantastic and overlooked by many companies.

Helpful

Top reviews from other countries

Sunshine

Excelent Book full Of Understanding

Reviewed in the United Kingdom on February 23, 2019

Verified Purchase

This book is not a list of things for the reader to do. Many books of this type just list the steps to be taken. After reading this book the reader has a complete understanding of the thought processes and why and how the steps to be taken are done.
An excellent book, which I read through twice before implementing the steps which have already had an effect on sales.

kunle Adelusi

A must read for every brand strategist and designers

Reviewed in the United Kingdom on November 9, 2018

Verified Purchase

Primal Branding is one of my best branding books. It is the best I have read on creating brand narrative and strategy for a company. Patrick redefine branding in a more simple and powerful way. A lot has changed since the advent of branding which was defined by companies but now there is a flip, people define the brand. Patrick explains with easy to apply step by step process of building enduring brand, building a community around a product or company.

I love this book. It's my template for building a brand. I highly recommend this to everyone both expert and would be experts.

One person found this helpful

Arnoud F.

If you're looking for a how-to book, this isn't it.

Reviewed in the United Kingdom on September 25, 2020

Verified Purchase

I decided to buy this book on the back of all the 4* reviews, but I found the book very disappointing. It was interesting to read what the key factors are that create a belief system, but there is no description how to create these yourself. There are countless examples of 'what' a number of case study organisations did, but not 'how' or 'why'. It left the impression that this was the work of a thesis student who read the literature but didn't go a level of detail and thinking deeper to analyse what it takes to realise these factors in practice. The latter is left up to the reader.

Matt Robertson

Great book that summarises succinctly the key factors that make ...

Reviewed in the United Kingdom on January 3, 2016

Verified Purchase

Great book that summarises succinctly the key factors that make a brand attract a loyal following of not just customers but real fans who will defend, advertise, and help out the brand in their own time and of their own volition. Throughout the book are various examples of how major brands today are using these factors in their success, and the book is peppered with a nice selection of talks with people working in some of these brands about the ways they used these sticking points in their success.

I can highly recommend grabbing this if you really want to make your brand, community, or product create its own fan culture and really stand out from the crowd. Most of the suggestions are incredibly simple to implement, but are often things that we have overlooked when creating our brands and products.

This is definitely a must buy in my book!

Louise

Nah

Reviewed in the United Kingdom on November 16, 2019

Verified Purchase

A lot of marketing, very little quality. It's not the worst, is just fluff without any actionable steps

One person found this helpful

See all reviews

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