Primal Branding

In 'Primal Branding,' Patrick Hanlon explores the concept of branding as an innate and predictive part of human nature.

He introduces the 'primal code,' a set of seven components (creation story, creed, icons, rituals, pagans/nonbelievers, sacred words, and leader) that work together to create a sustainable belief system.

This system helps brands attract and retain loyal customers by fostering a sense of belonging and emotional attachment.

The book provides robust examples of successful brands and offers practical advice for marketers, business leaders, and anyone involved in creating and selling an image or product.