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Primalbranding: Create Zealots for Your Brand, Your Company, and Your Future |  |
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Primalbranding: Create Zealots for Your Brand, Your Company, and Your Future | |
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, even 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 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 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. Primal branding presents a world of new possibility 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.
作者简介 As a senior executive at the world's most creative advertising agencies, including TBWA, Ogilvy, Hal Riney & Partners, and Lowe & Partners in New York City, Patrick Hanlon has worked on such famous brands as Absolut, UPS, John Deere, H&R Block, LEGO, General Motors, BellSouth, Pepsi International, Sears, and IBM. In August 2003, he founded Thinktopia and began sharing his proprietary new primal branding construct with marketers from Target, Starbucks, American Express, and elsewhere. It was immediately hailed as "a provocative new look at classic branding." Others simply cheer that primal branding is "not the same old branding B.S." After a decade of working on Madison Avenue, the author is now headquartered in Minneapolis, where he serves Fortune 500 clients across the country.
编辑推荐 A crash course in branding. It's so easy to understand, I felt myself saying 'of course.' It's exactly what many companies should be doing, but are not.
-- Christian Korbes, Senior Director, LEGO Central Europe^"What do Starbucks, Apple, the Marine Corps, and Cesar Chavez have in common? They create what Hanlon calls 'a culture of belief.' Primal branding cracks the code of these cultures -- and offers a fascinating look at why people respond so ferociously to them. Whether you're leading an advertising agency, a Fortune 500 company, a middle school, or a political movement, you need to read this book."
-- Dan Pink, author of A Whole New Mind: Moving from the Information Age to the Conceptual Age^"Primal branding is untraditional, it's emotional, and it's depth rather than breadth."
-- Dave Williams, VP Consumer Centricity, Best Buy^"The seven factors of Primal branding provide a structure by which all types of entities from companies to countries to religions can create a unique identity. Everyone involved with creating and managing an image should understand these factors."
-- Michael J. Houston, Interim Dean, Carlson School of Management, University of Minnesota^"As in most good books, one idea alone is worth the price and the time. In Primal branding, it's the 'creation story.' That story is often at the heart of being different and successful."
-- Jack Trout, marketing expert, author of Positioning^"What Jim Collins's Built to Last did for companies, Primal branding does for brands...a must-have for any brand that wants to spot-weld itself to the hearts of customers."
-- Luke Sullivan, author of Hey Whipple, Squeeze This: A Guide to Creating Great Ads^"Primal branding takes you deep into branding territory, to a place that other so-called branding experts haven't even imagined. This innovative presentation is credible, incredible, and curiously compelling. It's a deep dive into a new design culture, one that is sure to resonate with today's consumers."
-- Robyn Waters, founder, author of Trendmaster's Guide, and former VP Trend, Design, and Product Development, Target
专业书评 From Publishers Weekly
Positing that "a brand is a belief system," Hanlon, founder and CEO of "primal branding" company Thinktopia, throws a reverse spin on the 12-step addiction recovery program to trumpet his 7 steps (called "key factors") to inspire consumer addiction. His formula has vaguely mythic qualities: successful brands, he argues, come with a creation story, a creed, rituals, icons, sacred words, non-believers and a leader who's overcome stiff opposition. The similarities to religion (Hanlon prefers "culture of belief") will pique the thoughtful reader, but Hanlon's recounting of familiar business success stories (UPS's story, Lou Gerstner's turnaround of IBM) seems at odds with a book blurbed as "not the same old branding B.S." Though much of the book is the simple recasting of age-old branding tenets (Hanlon's "creed" is interchangeable with "slogan"; "icon" with "logo"), Hanlon's energetic case for thinking differently about common practices makes for a rousing read.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
目录
Contents
PrePrimal
Part One: Going Primal
Introduction
1. The Primal Code
The Creation Story
The Creed
The Icons
The Rituals
The Pagans, or Nonbelievers
The Sacred Words
The Leader
2. Primal Belonging
Part Two: Primal Perfect
3. The Primal Product or Service
4. The Primal Destination
5. The Primal Personality
Part Three: The Final Step
6. Primal Reengineering
7. The Bones
Acknowledgments
Bibliography
Index
About the Author
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文摘 Introduction
In the middle of an African gully a man is down on his hands and knees. Sweat stings his eyes as he stares at the ground, not quite believing what is in front of him. He gently scrapes at the dirt, shaving away another peel of earth, revealing even more of what he recognizes as a proximal ulna, the forearm bone of a rare hominid. Paleontologist Donald Johanson spent the morning of November 24, 1974, slowly uncovering a 3.5-million-year-old skeleton. That night, Johanson and his team celebrated the discovery in their tents as the Beatles' "Lucy in the Sky with Diamonds" played in the background. Nobody remembers how, but the nickname Lucy was given to the female hominid. Lucy's discovery was flashed around the world, and her name became a household word. Equally important hominids have been discovered before and since, yet Lucy alone retains a special place in our imaginations, because she sparkles with something that other discoveries have been without. Lucy sparkles with primal code.
Every sensible CEO, entrepreneur, and product manager wants consumers to feel the same enthusiasm for their products and services that they do. People who build cities and create movements and have new ideas want to attract people in order to create followers, supporters, advocates, and financial partners.
People point to favored brands like Coke, Google, and IBM as examples of the way to do things, and they are right. But the path to mimicry seems a dead end. Within successful enterprises, whether they are products, personalities, a political or social cause, or a civic community lurks an intangible. In fact, consumers of those products become more than just customers. They feel an almost religious zeal that consumers of brands like Lestoil, Goodrich tires, and MCI never feel.
Why?
What is the magic glue that sticks together consumers and Google, Mini Cooper, and Oprah and not others? What is it that strikes the emotional chord sustained beyond
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