Soundview Executive Book Alert Classic
Create Zealots for Your Brand, Your Company, and Your Future
by Patrick Hanlon
Free Press © 2006
Why do people love Oprah so much? Why do they swear by their
Starbucks coffee? There are thousands of brands we could name if we tried, but
there are only a few for which we develop deep emotional attachments that go
beyond loyalty. In Primal Branding, advertising guru Patrick Hanlon reveals the
secrets of branding while describing the elements that create communities of
believers around certain brands. The seven components he describes form the
links between the public's imagination and their favorite brands. Understanding
them is vital for marketers and company leaders who want to attract customers
to their new and old offerings.
Hanlon describes branding in terms of delivering primal
code. He writes that there are seven brand messages that have to be delivered
to create preferential brand appeal.
Hanlon explains that together, these pieces of primal code
create a belief system. This means brands can bring their companies the vital
advantages of trust, vibrancy, empathy, commitment, leadership, values,
community, vision and relevancy. He writes that by putting the "seven
pieces of primal code" together, companies can create "a belief
system and products and services that people can believe in."
Seven Pieces of Code
The following seven assets help to manage the intangibles of
a brand:
The Creation Story. Hanlon writes, "Where you come from
is as important for people to know as what you believe and what your advantages
are." Every belief system comes with a story. When Sherwood Schwartz was
asked why his shows Gilligan's Island and The Brady Bunch began with a theme
song that outlined the story's premise, he said, "Because the confused do
not laugh." Hanlon points out that the confused do not buy, either.
The Creed. Defining, understanding and communicating your
mission to employees and customers is critical to your brand's success. Coke
lets everyone know "It's the real thing." Nike says, "Just do
it." Campbell's makes it clear that "Soup is good food." Hanlon
explains that the creed is what you want people to believe.
The Icons. Brand identity and brand values resonate from
icons and their instant concentrations of meaning. Many icons are simply the
company logo: Nike's swoosh, Target's red bull's eye, Starbucks' mermaid, etc.
People in the public eye can also become icons for their brand, such as
Virgin's Richard Branson or Microsoft's Bill Gates. When developing a visual
icon, companies should find those that attract attention and radiate the values
of authority, leadership and confidence.
The Rituals. Hanlon writes, "Rituals are the repeated
interaction that people have with your enterprise," and they can be imbued
with either positive or negative meaning. Companies must consider how they can
make these touch points with their brands and ideology more pleasant, engaging,
enhanced, simplified, less frustrating and more fun. For example, Aveda builds
instant connection with its customers with scalp massages, which relax them and
help them to communicate with their stylist.
The Pagans. For every believer, there is a nonbeliever.
These pagans allow believers to define themselves through contrast. By defining
the pagans, you define who you are by demonstrating the antithesis of your
position. That's why 7Up declared itself the "uncola" and Taco Bell
wants us to "think outside the bun." Understanding the pagans helps
you open up opportunities to manifest your potential for what you can become.
The Sacred Words. You must know a group's sacred words to
belong within that group. These sacred words set people apart from others and
bind them together as members of a group. This specific language helps them
work together effectively. Words like "iced grande skinny decaf
latte" help us define and distinguish ourselves.
The Leader. Hanlon writes, "All successful belief
systems have a person who is the catalyst, the risk taker, the visionary, the
iconoclast..."
By defining these seven elements and showing how they can be
used to make brands more valuable and powerful, Hanlon helps companies make
their brands a necessary and desired part of the culture.
Why We Like This Book
Primal Branding offers a fresh outlook on branding that
resonates with insightful observations and timely lessons. With many examples
from the past and present, Hanlon shows companies how to get brands into the
minds of their customers. Experiences and advice from other experts help Hanlon
guide companies to their next great brands.
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