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Primalbranding: Create Zealots for Your Brand, Your Company, and Your Future Paperback – May 16, 2011
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From Publishers Weekly
Positing that "a brand is a belief system," Hanlon, founder and CEO of "primal branding" company Thinktopia, throws a reverse spin on the 12-step addiction recovery program to trumpet his 7 steps (called "key factors") to inspire consumer addiction. His formula has vaguely mythic qualities: successful brands, he argues, come with a creation story, a creed, rituals, icons, sacred words, non-believers and a leader who's overcome stiff opposition. The similarities to religion (Hanlon prefers "culture of belief") will pique the thoughtful reader, but Hanlon's recounting of familiar business success stories (UPS's story, Lou Gerstner's turnaround of IBM) seems at odds with a book blurbed as "not the same old branding B.S." Though much of the book is the simple recasting of age-old branding tenets (Hanlon's "creed" is interchangeable with "slogan"; "icon" with "logo"), Hanlon's energetic case for thinking differently about common practices makes for a rousing read.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to the Audio CD edition.
"The seven factors of "Primal branding" 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
"Primal branding is untraditional, it's emotional, and it's depth rather than breadth."
-- Dave Williams, VP Consumer Centricity, Best Buy
"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 "A Whole New Mind: Moving from the Information Age to the Conceptual Age"
"What Jim Collins's "Built to Last" did for companies, Primal branding 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"
"As in most good books, one idea alone is worth the price and the time. In Primal branding, it's the 'creation story.' That story is often at the heart of being different and successful."
-- Jack Trout, marketing expert, author of "Positioning"
"Primal branding 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
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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!
The book, like many other books on branding, reiterates a lot of common sense theories that cause the reader to say, "Well of course, that makes sense." That's okay! It is worth being reminded once in awhile why the basics work. That being said, this book does utilize current brand examples that help prove the theories correct. This is a book that I would recommend if you were looking for a good basic book on branding in theory and practice. It's worth the money.