Primal Branding

  • by Patrick Hanlon
  • Narrated by Alan Sklar
  • 7 hrs and 55 mins
  • Unabridged Audiobook

Publisher's Summary

What is it that made Starbucks an overnight sensation and separated it from other 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 anyone 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 marketers of every stripe, and the opportunity to move from being just another product on the shelf to becoming a desired and necessary part of the culture.
Patrick Hanlon has served as a senior executive at the world's most creative advertising agencies, working on famous brands including Absolut, UPS, Sears, and IBM. In August 2003, he founded Thinktopia and began sharing the primal branding concept with marketers from Target, LEGO, Starbucks, and elsewhere. He lives in Minneapolis.


What the Critics Say

"Hanlon's energetic case for thinking differently about common practices makes for a rousing read." (Publishers Weekly)


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Customer Reviews

Most Helpful

eh ...

Not too happy with this audio book. It started out slow and progressively became worse. I completely lost interest a few chapters into it. I wish I could get my one credit back.

During the first chapter I got to hear some remarks that were at best stereotypical and at worst racist. The author talked of the "burden" of having to ride in limos, when in reality they were just town cars filled with the smell of body sweat and curry from the drivers (strike one).

The author then treated me to a description of listening to a Nigerian cab driver's cassette recording of his late grandfather's funeral tape, because as worldly as he is, he likes all kinds of music (hogwash). Not only did the very old and very white narrator do a bad Nigerian accent (I think this is what he was going for - strike two), but the author proceeded to describe the image of Nigerians jumping up while down spears chattering together to the song (strike three).

Most business books are written by out-of-touch, crusty, self-promoting businessmen or salesmen; I get it. This one was over the top. Save your time and money and buy a different audiobook.
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- Joe Aakre


I haven't found anything that can teach you how to build that real cult-like customer following like this. It is very clear too. Very understandable, and like I said, I've never seen something like this else where.
The author gives the exact equation for a brand to become a part of peoples lifestyles in a unique and well researched manner. Once you hear it you will feel like you have an edge on everyone else. That if youre into marketing of course.
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- Christopher W Chrebet

Book Details

  • Release Date: 05-17-2006
  • Publisher: Tantor Audio