Primalbranding: Create Zealots for Your Brand, Your Company, and Your Future
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- Type：Epub+TxT+PDF+Mobi
- Create Date：2021-10-24 09:54:36
- Update Date：2025-09-06
- Status：finish
- Author：Patrick Hanlon
- ISBN：1451655312
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Summary
"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。
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。
Reviews
Mr Rudy Benfredj
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Very little insightsVery little insights。 This book mostly consists of anecdotes from large companies narrative but doesn't get into the psychology of branding。 Very little insightsVery little insights。 This book mostly consists of anecdotes from large companies narrative but doesn't get into the psychology of branding。 。。。more
Rosario
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The author uses too many examples， but if you read quickly through the examples the meat of the book is challenging！
Alex
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Hanlon brings forward a revolutionary branding concept that's hard not to fall head-over-heels in love with。 It roots itself in people's fundamental desire to resonate with and feel part of something bigger than themselves - a tribe， a story， an ideology， a legend。 Due to that， the theory comes across as incredibly genuine and viable。The age of the book means you'll find it peppered with plenty of antiquated examples。 If you're around the same age as me， you'll likely read whole chapters full of Hanlon brings forward a revolutionary branding concept that's hard not to fall head-over-heels in love with。 It roots itself in people's fundamental desire to resonate with and feel part of something bigger than themselves - a tribe， a story， an ideology， a legend。 Due to that， the theory comes across as incredibly genuine and viable。The age of the book means you'll find it peppered with plenty of antiquated examples。 If you're around the same age as me， you'll likely read whole chapters full of references to companies， celebrities and other cultural phenomena that you've never heard of。 Yet - blow the decades of dust from this book and you'll find a brilliant， evergreen branding theory that still holds much power。 Where Hanlon's book falters is in giving concrete steps in order to actually implement the 7 steps of The Primal Code into your own company。 For some， it might be an intuitive process and they may just get the idea instantly。 You might see the potential in the Primalbranding theory and have a thousand ideas bubble up as soon as you read it。 For others， the method in which to implement these emotional hooks into your brand - e。g。 what questions you should ask yourself， on which step you should start - may be less obvious。 A revised edition with less anecdotal fluff， updated examples and references， and a further chapter on how to implement these steps into your brand would make this a 5-star book for me。 Despite its flaws， the ideas in Primalbranding quickly had my mind brimming with thousands of possibilities and continues to spur the wheels of imagination in me， even years after first reading it。 Absolutely essential reading for anybody looking to create any type of brand or following。 。。。more
Galina Shoteva
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The author gives a new perspective for successful branding that unlike what most people think goes way beyond a good logo and a well written mission statement。 The book is filled with interesting examples which include some of the most popular names like Apple and Nike but also other great and unconventional brands that probably won't be the first ones to come to your mind。 It's a completely new way of thinking about brands and I highly recommend it to anyone interested in the topic。 The author gives a new perspective for successful branding that unlike what most people think goes way beyond a good logo and a well written mission statement。 The book is filled with interesting examples which include some of the most popular names like Apple and Nike but also other great and unconventional brands that probably won't be the first ones to come to your mind。 It's a completely new way of thinking about brands and I highly recommend it to anyone interested in the topic。 。。。more
Sam
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tl;dr Not worth the read。 Find articles or videos on this book， or reviews summarizing it。 So much is filler with no information on how to implement any of these concepts into practice。Not tl;dr:After 84 years， I FINALLY started to read this book。 Everyone and their mom always recommends it。 And not even 20 pages in， did I already start writing notes and learning new strategies to take with my business。 The concept of the 'Primal Code' is fantastic！ Gave me a lot to think about。 My quick summary tl;dr Not worth the read。 Find articles or videos on this book， or reviews summarizing it。 So much is filler with no information on how to implement any of these concepts into practice。Not tl;dr:After 84 years， I FINALLY started to read this book。 Everyone and their mom always recommends it。 And not even 20 pages in， did I already start writing notes and learning new strategies to take with my business。 The concept of the 'Primal Code' is fantastic！ Gave me a lot to think about。 My quick summary of it:The book focuses on "The Primal Code"， which is seven concepts that help build up and shape your brand。The Creation Story - basically the history of you/your business。 People like being able to humanize and relate to things， so understanding your story can help them connect to you。The Creed - the core principles that you stand by/for。 Basically like a mission statement， helps convey more about what you believe。The Icons - things like logos， colors， or other things that people can use to associate with your brand。 Doesn't have to just be visuals， can use any of the senses。 Can also be you， since you are the "leader" of your brand。 You represent it。The Rituals - repeated behaviors or actions in association with your brand。 The examples the book gives doesn't all hinge on a schedule， just as long as it repeats。 （Like walking into a store and getting the same style of customer service every time。）The Nonbelievers - people who are against your brand。 Basically the opposite of your target audience。 You will never appeal to them， and you don't need to。 You want that opposition so you can have more of a sense of what you stand for， and what followers/supporters of your brand also stand for。 It helps you focus your energy on your actual supporters， giving them the best possible。The Sacred Words - words or phrases associated with your brand。 Basically a language you built that brings your supporters together， it's something they all understand。 （Example from book: Big Mac vs Whopper）The Leader - in the case for entrepreneurs/business owners， it's us。 Though the book states it doesn't have to be the founder of the company。 Basically it is what the name implies。 Someone to be the "risk taker， visionary， etc。" of the brand。 I did have a nit-pick with it though， which was this:In order to have the yin of believers， you must also have the yang of nonbelievers。 The pagans。 The heathens and idolaters。 I get what he's going for with this section， but I'm not a fan of referring to these people/this concept as "the pagans"。 Perhaps I'm biased with my history of exploration into paganism （specifically Wicca） or that I know pagans， but it feels like a bigoted and ignorant term to use。 It'd be like if I referred to my non-supporters/non-believers as Christians。 It's nonsensical， just call them "non-believers" in your brand。 Just irked me。 :/Apart from that， the 'Primal Code' section was definitely the strongest point of the book， which is unfortunate， because it's also the shortest part of the book。The overwhelming bulk of the book is examples of the code put into practice， which sounds better than it was executed。 I found you'd need some background knowledge on either the brand or the names behind the brands to have a better understanding of the context。 Would love it if the author had included any pictures。 There are talking points including many different visuals， and I ended up needing to Google a few things to understand what he was talking about。 Some examples were better than others， but it mostly read as filler。I gotta admit， this book is insanely boring。 （It's why it took me two months to get through it！） It really drags and could've benefited greatly from some more editing。 I don't think we needed so many examples， instead， either deeper dives into those examples （everything was surface level， so each example ended up reading the same）， or explorations of how to implement these strategies。 I honestly started to skim in the second half of the book。 It just kept repeating itself！None of the book demonstrates any real actions you can take to put these lessons/code into place。 The examples can give you some vague ideas of how others implement it， but there really isn't much to go on。 Most of it is along the lines of， "Person X wanted to make Company/Brand Y， so they did！ And they were successful！" Very little， if anything， is shared of what， how， or why they did anything。 A lot of it just read like ads for these brands， to be honest。It's also quite dated。 There's even little mention of the internet， despite this edition being published in 2011。 （First published in 2006， according to GR。） Social media has changed a LOT of the game， so it's unfortunate to not see it discussed here。 It's also effectively entirely US-centric。 Perhaps there'll be another revised version one day？I'm definitely disappointed。 There's been so many people recommending this， I expected more。 I can't say I'd recommend it。 I think if you find articles written about this book， or the 'Primal Code'， that'll give you all you need。 I don't think you'd get much value out of reading it。 At most， check it out from a library and just read chapter one， and maybe chapter six （which effectively just repeats chapter one， so it's basically more filler lol）。 Other than that， it's a skip。 。。。more
Jason Galloway
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I was excited for an interesting marketing book but really had to drag myself to finish this one。
Josh Bungs
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Good listen but is a bit repetitive at times。
Annie
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DNF
Olaniy John
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This review has been hidden because it contains spoilers。 To view it， click here。 I hope to be privileged to read this book online
Miguel Martinez
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Good book， learned a lot from it。This is a great book， I have a lot of primal work to do now， this made me realice the holes that need to be filled on my Brand strategy。
Diego
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A powerful and simple approach from where to guide all Brand/or Tribal relationtship building/maintaining。
Kujo
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Good
Luke Blumer
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Very good book and very informative。 Learnt many new things。 I recommend this book to people who are interested。 It was really worth reading
Courtney
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An absolutely exceptional book full of very useful information on branding。 Highly recommend for anyone starting their own business！
Drekken Pownz
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An essential read for any content creator out there
Caryn
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Full of examples， he definitely enforced the idea of branding your business and why it’s so important。 It’s obvious this was written prior to social media and online e-commerce。 I’d be interested in his thoughts now that the marketplace has changed。 I just thought it was too heavy on examples and too light on action steps to put this in place in your business。 I also didn’t like how he assumed everyone knew origin stories of celebrities because I really don’t find that to be the case。 Definitely Full of examples， he definitely enforced the idea of branding your business and why it’s so important。 It’s obvious this was written prior to social media and online e-commerce。 I’d be interested in his thoughts now that the marketplace has changed。 I just thought it was too heavy on examples and too light on action steps to put this in place in your business。 I also didn’t like how he assumed everyone knew origin stories of celebrities because I really don’t find that to be the case。 Definitely insightful thinking to make sure your business stands out and doesn’t fail。 。。。more
Mark Smith
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What an epic book！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。
Scott Wozniak
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The book is dated--all the examples are old enough to be amusing。 But that's not why I give it three stars。 I give it three stars because while the core idea （you need 7 things to create a "primal brand"） has some real possibility， the book doesn't go past the description of what they are。 There's no help on how to build any of those seven。 It's mostly just example after example of companies who have all seven in place。 The book is dated--all the examples are old enough to be amusing。 But that's not why I give it three stars。 I give it three stars because while the core idea （you need 7 things to create a "primal brand"） has some real possibility， the book doesn't go past the description of what they are。 There's no help on how to build any of those seven。 It's mostly just example after example of companies who have all seven in place。 。。。more
Bob
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I only felt like the first half was helpful and the anecdotes drag on for far too long to drive home each point。 I gave this 3 stars because the first half was great but the longer I read it the less patience I had in waiting for something useful。 Of course useful is subjective so your mileage may vary
Jon
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Hanlon had me hooked for the first third of the book。 The way he maps elements of charismatic brands to concepts that appeal to the way our caveman brains are wired and could also be applied to religions and ideological mass movements makes intuitive sense。 Then came the examples。。。 With few exceptions， the stories Hanlon presents are barely even related to the concepts covered in the book。 The countless interviews and quotes felt like padding to meet a word count quota。 You can safely skip abou Hanlon had me hooked for the first third of the book。 The way he maps elements of charismatic brands to concepts that appeal to the way our caveman brains are wired and could also be applied to religions and ideological mass movements makes intuitive sense。 Then came the examples。。。 With few exceptions， the stories Hanlon presents are barely even related to the concepts covered in the book。 The countless interviews and quotes felt like padding to meet a word count quota。 You can safely skip about half the pages in this book without missing out on anything of value。 。。。more
Juan
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Worthwhile read and reread if you have a business。
Justin McCullough
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Well structured take on branding。 Recommended
Supertramp
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#145Reviewing after a very long time。 Feel good to be back on reading。This book really tries very hard to convince me that it has something to say。 I honestly didn't like it very much。 Just to understand how some understand the brand。 It's better if you skip this and read Malcolm Gladwell's books。 #145Reviewing after a very long time。 Feel good to be back on reading。This book really tries very hard to convince me that it has something to say。 I honestly didn't like it very much。 Just to understand how some understand the brand。 It's better if you skip this and read Malcolm Gladwell's books。 。。。more
Jenna Streety
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My only reason for not giving this five stars was because it already felt so dated。 In ten years， most of these references won't be understood。 My other main issue was how many examples were given。 It made up the majority of the book and really wasn't needed。 One great example tops twenty extra one's about companies that have already gone under。Other than that， this book was solid！ I've heard most of it before but the way it's worded really opens your mind up to different ideas and opportunities My only reason for not giving this five stars was because it already felt so dated。 In ten years， most of these references won't be understood。 My other main issue was how many examples were given。 It made up the majority of the book and really wasn't needed。 One great example tops twenty extra one's about companies that have already gone under。Other than that， this book was solid！ I've heard most of it before but the way it's worded really opens your mind up to different ideas and opportunities。 Highly recommend this for any starter in marketing or even some pros。 Next， I'd recommend you check out Gary Vee。 。。。more
Gisele Thomson
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Great insights to amp up your marketingThis was a compulsive read。 Well written。 A lot of examples to illustrate the pronciples of the code。 Very insghtful and useful info for any business owner or leader to help them analyze what's working in their marketing strategy and to identify the gaps to improve the game plan。 Thanks Patrick for sharing these insights through this book。 Great insights to amp up your marketingThis was a compulsive read。 Well written。 A lot of examples to illustrate the pronciples of the code。 Very insghtful and useful info for any business owner or leader to help them analyze what's working in their marketing strategy and to identify the gaps to improve the game plan。 Thanks Patrick for sharing these insights through this book。 。。。more
Kuljinder Singh
，
average book
Alan
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I need to read it again because I have a nagging feeling that there are important concepts in here， but the book is an overload of stories that I really wanted to see distilled down into a more direct mapping to the outlined principles。 I think it is an inspiring book and there are certainly very obvious points that I'm not yet applying to business but I have a nagging doubt that it isn't quite as clear cut as the 7 points make it out to be。 Still - I'll re-read it for more action points and at I need to read it again because I have a nagging feeling that there are important concepts in here， but the book is an overload of stories that I really wanted to see distilled down into a more direct mapping to the outlined principles。 I think it is an inspiring book and there are certainly very obvious points that I'm not yet applying to business but I have a nagging doubt that it isn't quite as clear cut as the 7 points make it out to be。 Still - I'll re-read it for more action points and at this point I'll assume that I haven't read it as carefully as all the five star reviewers did。 。。。more
Shane Trusz
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Starting to get dated but there are some timeless tidbits of information that I found helpful。 It's a great look at branding from 20 thousand feet。 Starting to get dated but there are some timeless tidbits of information that I found helpful。 It's a great look at branding from 20 thousand feet。 。。。more
Tamara
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Must read for anyone who is an Entrapenure or wanting to create their own brand for marketing reasons。
Thomas Westbrook
，