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Primal Branding: Create Zealots for Your…
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Primal Branding: Create Zealots for Your Brand, Your Company, and Your…

by Patrick Hanlon

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Wondering how to build your brand for your business? If you are searching for a history of successful companies, large and small, then Primal Branding delivers an insider’s perspective. Author Patrick Hanlon, an avid journalist, spent years penetrating the barriers surrounding marketing secrets of thriving businesses.

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 is the link to my video review: http://www.youtube.com/watch?v=mBRhyTn8sfI

Here are the seven components to the Primal Code, plus one sentence I learned about each.

1. 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)

2. 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)

3. 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)

4. 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)

5. 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.)

6. The Sacred Words - the specialized jargon that only the insiders know. Every belief system has its own informal dictionary to distinguish itself from outsiders. (Example: Techie Talk)

7. The Leader - who or what the mascot is for the brand. This does not necessarily need to be a physical person, but it could also be an ideology or trademark face. (Example: Betty Crocker)

I did find this book to be a bit more of a history lesson than an instructional manual to brand yourself. Still, I would highly recommend it to other authors and entrepreneurs eager to set themselves apart in the crowded marketplace.

In this brief book, you can learn the seven key factors to a unique identity. Whether you are an entrepreneur or a high-profile executive, arrange all seven to form a solid base to launch and grow your brand. ( )
  M.E._Anders | Nov 4, 2011 |
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Author nameRoleType of authorWork?Status
Patrick Hanlonprimary authorall editionscalculated
Sklar, AlanNarratorsecondary authorsome editionsconfirmed
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"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 around the brand, revealing the seven components that will help every company and marketer capture the public imagination - and seize a bigger slice of the pie." "In Primal branding, 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. Primal branding presents a world of new possibility 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."--BOOK JACKET.… (more)

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