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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.
©2006 Patrick Hanlon (P)2006 Tantor Media, Inc.
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Critic Reviews

"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
5 out of 5 stars
By Christopher W Chrebet on 10-03-06


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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7 of 7 people found this review helpful

2 out of 5 stars
By nick on 07-13-12

Too general to be useful

This book wasn’t for you, but who do you think might enjoy it more?

A person who enjoys success stories.

What does Alan Sklar bring to the story that you wouldn’t experience if you just read the book?

An unctuously sleazy tone.

If you could play editor, what scene or scenes would you have cut from Primal Branding?

The whole thing. His examples are just to broad to be useful.

Any additional comments?

I would recommend renaming the book to "Brand Tales : Descriptive flowery stories about mega successful brands.

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10 of 11 people found this review helpful

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