Primal Branding
Primal Branding was given to me as a gift by my wife, and it was definitely a good choice. I read it on the airplane traveling from New York to San Jose. Admittedly, the cover of the book is a bit creepy and sitting next to me in flight was a traditional Coptic Priest and an Assyrian.
They both looked at the cover of the book as if it was an assault on their beliefs, which is understandable. To justify my reading selection, I showed them the subtitle on the cover: “create zealots for your brand, your company, and your future.” This did not help much, but I get a good laugh in thinking about their faces when I showed them the cover, reassuring them that it was just a marketing book. Unfortunately, the flight was a bit uncomfortable for the Coptic Priest since they could not get the DirecTV in the inline seat on JetBlue to turn off.
I hope someday to meet Packrick Hanlon and share this story. He lives in Minneapolis and started his own consultancy firm Thinktopia after spending over 2o years working on Madison Avenue for TBWA, Ogilvy, Hal Riney, and Lowe. From the site, it looks as though he is busy with speaking engagements including the Brand Matters Conference at the University of Minnesota .
Primal Branding is not about delivering the primal code. It is a construct of seven assests that help manage the intangibles of your brand. Those seven assests are: ‘the creation story’; the creed’; ‘the icons’; ‘the rituals’; ‘the pagans’; ‘the sacred words’; and ‘the leader.’
As case studies, Hanlon reviews many companies who engage in primal branding. These include Apple, Absolut, Lego, and Starbucks. He also reviews a few local Minneapolis companies including Aveda. In an interview with Stonyfield Farms CE-Yo Gary Hirshberg, he talks about how his original branding, organic farming techniques, and commitment to keeping toxins from the production process have created a primal brand. He hopes to influence other yogurt makers, including General Mills and Group Danone to produce more organic products.
Hanlon has posted on Slideshare an overview of Primal Branding. http://www.slideshare.net/paulsjr/primal-branding
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