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.
"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 When: The Scientific Secrets to Perfect
Timing
"Primalbranding is untraditional, it's emotional, and it's depth
rather than breadth."
—Dave Williams, VP Consumer Centricity, Best Buy
"The seven factors of Primalbranding 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 Primalbranding, 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, Primalbranding
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
"Primalbranding 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
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