Audio Book Report - Primal Branding by Patrick Hanlon
Create Zealots for Your Brand, Your Company, and Your Future
I’ve been listening to audio books lately instead of reading since I run for about an hour a day. Most people think I’m crazy to listen to business books while I run, but it’s a great way to keep your mind busy while exercising. I listened to this one while training for the New York Marathon and liked it so much I heard it start to finish 3 times.
This was an awesome book that breaks branding down to seven “steps” or parts. The author refers to these as pieces of the Primal Code. Here they are the first two.
1. The Creation Story: You must tell the story of how your brand or product was created.
Examples: Steve Jobs and Steve Wozniak started Apple in their garage, Mark Zuckerburg started Facebook while at Harvard and dropped out, Nike was founded by Phil Knight who sold shoes out of his car and by Bill Bowerman who was Steve Prefontaine’s coach.
2. The Creed: You need a mission statement or words to live by.
Exampes: Apple’s “Buidling computers for the rest of us,” or ECHO’s “Bring together families and friends for legendary adventures.”
This isn’t a tagline or normal mission statement, but rather something that employees would climb to the top of a mountain and shout in pride.
The book is downright awesome and I’ll let you read the rest to learn more about the Primal Code.