Whether you're leading an advertising agency a Fortune 500 company a middle school or a
political movement you need to read this book. -Daniel H. Pink author of When: The Scientific
Secrets of Perfect Timing 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 revealing the
seven components that will help every company and marketer capture the public imagination-and
seize a bigger slice of the pie. What is the magic glue that adheres consumers to Google Mini
Cooper and Oprah but not to others? Why do many brands with great product innovation perfect
locations terrific customer experiences and breakthrough advertising fail to get the same
visceral traction in the marketplace that brands like Apple Starbucks or Nike have? After
years of working with famous brands like Absolut Ford Motor Company LEGO Disney Montblanc
Sara Lee and others 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 Primalbranding 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. Primalbranding presents a world of new possibilities
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.
