A company with a powerful brand is able to generate clear messages about who they are and what they believe in. However, often the mechanics of how to create the brand is not understood, and many companies fail to communicate their brand message clearly. PrimalBranding by Patrick Hanlon provides clear instructions on how to communicate a brands beliefs. Hanlon successfully takes readers on a journey through each step of developing a brand story, and provides examples from industry leaders like Coca-Cola, Google and Lego along the way.
The book explores what Hanlon outlines as 7 crucial components to brand success. These components are the creation story, the creed, icons, rituals, sacred words, pagans and leaders. Hanlon describes why each of these components are important and how to make them connect to an overall branding message. The author is the CEO of a consultancy and provides clients every day with tips and techniques on how to build a community of brand advocates. His company also uses these 7 crucial components as one of their core principles when helping companies change their brand from ordinary to extraordinary. Hanlon has shared the principles in PrimalBranding in order to help others to create their extraordinary brand.
Other book details: Primalbranding: Create Zealots for Your Brand, Your Company, and Your Future