"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.
General
| Imprint: |
The Free Press
|
| Country of origin: |
United States |
| Release date: |
May 2011 |
| First published: |
May 2011 |
| Authors: |
Patrick Hanlon
|
| Dimensions: |
213 x 140 x 18mm (L x W x T) |
| Format: |
Paperback - Trade
|
| Pages: |
272 |
| ISBN-13: |
978-1-4516-5531-5 |
| Categories: |
Books >
Business & Economics >
Business & management >
General
|
| LSN: |
1-4516-5531-2 |
| Barcode: |
9781451655315 |
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