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Best Sellers | | Home Primalbranding: Create Zealots for Your Brand, Your Company, and Your Future | |
|  | |  | | | Primalbranding: Create Zealots for Your Brand, Your Company, and Your Future | | | | | SKU:
ACOUK_book_usedverygood_074327797X | | In Stock | | Availability:
Usually ships in 1-2 business days | | Only 1 left in stock, order soon! | | | | | | What is it that made Starbucks an overnight sensation and separated it from other great coffee house companies? Why do many products with great product innovation, perfect locations, terrific customer experiences, even breakthrough advertising fail to get the same visceral traction in the marketplace as brands like Apple and Nike? 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 "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 all marketers - and the opportunity to move from being just another product on the shelf to becoming a desired and necessary part of the culture. | | | |
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| | Product Details | | Author: | Patrick Hanlon | | Hardcover: | 272 pages | | Publisher: | Free Press | | Publication Date: | January 24, 2006 | | Language: | English | | ISBN: | 074327797X | | Product Length: | 8.88 inches | | Product Width: | 6.04 inches | | Product Height: | 0.95 inches | | Product Weight: | 0.79 pounds | | Package Length: | 8.43 inches | | Package Width: | 5.75 inches | | Package Height: | 1.1 inches | | Package Weight: | 0.79 pounds | | Average Customer Rating: |  based on 15 reviews |
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| | Customer Reviews | Average Customer Review: ( 15 customer reviews )
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Most Helpful Customer Reviews
17 of 20 found the following review helpful:
 Not just the usual case history flibbertygibbet Feb 14, 2006
By Tom Messner
"Tom"
Formula: author looks at successful examples of branding and back-engineers to tell you why they were successful.
I can tell you 30 books that do this (I read them all.)
This book presents, instead, a coherent theory that projects to future cases, and thus is worth imitating. Nothing wrong with stealing someone's theory if you've bought his book.
In this case, you can actually take what the author lays out and apply it your business whether is a chain of funeral parlors or amazon.com.
3 of 3 found the following review helpful:
The Why and the How of Branding Aug 13, 2007
By John Chancellor
"Mentor coach"
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.
9 of 12 found the following review helpful:
More Than A Business-Shelf Book Jan 21, 2006
By Robin Steele
This is no "me, too" marketing book. "Primal Branding" understands and develops its theories on branding from a truly unique new perspective. The author explores how successful brands put a real value behind their companies and their products, making them matter in meaningful ways.
Stripped of the cynical, manipulative message of so many books on the marketing shelf, this is real anthropology - getting down into the roots of our general humanity, figuring out why we do or don't identify with bits of our complex surroundings. This book is clear, concise, moving, and in the end deeply enlightening.
From the discovery of "Lucy" to LegoLand, the author invites us to dig with him through a treasure chest of anecdotes, insights and looks at the "primal codes" to which we all answer. The emotional content of a business transaction - what draws us in, or what alienates us - is at the heart of all commerce, because it's at the heart of all life.
Mr. Hanlon has written a fun-to-read book that is not just about branding or marketing. It's about how societies work - how we know who we are - and the uses and perils of primal identity.
1 of 1 found the following review helpful:
Primal Branding - Patrick Hanlon Jun 16, 2009
By Joel Warady
I have spent quite a bit of time lately explaining to our clients the importance of story telling. Create a great story, and you will be able to create great zealots for your brand. That is the essence of this book. As the author states early on, "The creation story is the crucial first step in providing answers to why people should care about you, or your product or service."
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.
1 of 1 found the following review helpful:
Definitely worth the time to read Mar 25, 2007
By Jonathan A. Willens
"J. Willens"
Branding isn't that easy, so I feel that anyone trying to boil it down to seven ways to nirvana is a bit simplistic. But Hanlon's seven elements of primal branding make a ton a sense. The emphasis on the creation story is a helpful reminder that brands derive strength from people knowing where they come from and why they exist. While I think it could have made these points in fewer pages, I would definitely recommend this book
See all 15 customer reviews on Amazon.com
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