The best branding book you’ve never heard of.
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Primalbranding by Patrick Hanlon
There is no shortage of branding books on the market, and it’s no surprise that some real gems will occasionally slip through the cracks. Primalbranding by Patrick Hanlon is one of those gems. At least I had never heard of it until I saw it on the shelf at the library. (I love libraries. You get to try out books and other materials for free, which makes it more likely I’ll give something a try on a whim.)
What makes Primalbranding so great?
Through his company, also called Primalbranding, Hanlon has studied some of the most well-known and respected brands out there to see just what it is about them that makes them so successful. Specifically, he sought to find what comment traits they share that other less well-known or loved brands lack.
Hanlon found successful brands share 7 key traits, which together comprise what he calls a “primal code“–sort of a brand DNA. These traits are:
- The Creation Story
- The Creed
- The Icons
- The Rituals
- The Pagans, or Nonbelievers
- The Sacred Words
- The Leader
Hanlon takes great care to go through each piece of the “code” and provides numerous examples of companies whose successful brands incorporate that piece. The first brand that came to my mind to try this with was Apple, so after hearing the list (I had the unabridged audiobook version) I immediately tried to size up how well Apple fit his model. It was actually kind fun. (Okay, I have a strange sense of fun.) What did I come up with?
- The Creation Story Two guys create Apple in a garage.
- The Creed “Think different”
- The Icons The Apple logo, the Happy Mac
- The Rituals “Stevenotes”
- The Pagans, or Nonbelievers Microsoft Windows users
- The Sacred Words “Just one more thing.”
- The Leader Steve Jobs
Apple matches up pretty well. (Though, to be honest, “Think different” is an early motto that doesn’t really have a modern replacement.)
Not a perfect book, of course
Like most business books, it’s about one-third to one-half longer than it needs to be, as it’s padded out with unnecessary examples, some of which are a bit of a stretch. Also, while it does a great job of identifying key “primal” traits of a succesful brand, it doesn’t have a lot to say about how to attach those traits to a brand in which they’re lacking.
But then, maybe that’s beyond the scope of this book. And, really, once the traits for your own company have been identified, getting the word out is basic marketing.
Primalbranding worth reading
If you are involved in marketing or brand management, no matter how big your company (even if you’re flying solo), this book provides some valuble insight into making your brand successful.
Disclaimer: Just so you know, yes, the above link to the book is an affiliate link, meaning I’ll receive a small commission if you end up buying it after clicking through from here.
Matt,
Are you really from Portage?! We will be running into eachother sooner or later. Ha!
I love the library. Unfortunately, if I go downtown, I have to pay for parking, which really sucks. Which means I should go to the library in Portage.
I suppose I’m a pagan, because I use Microsoft. Yeah, yeah, I’ve heard the glories of the Mac. Probably will be my next computer since I’m heavily into my photo database.
I’ll click your link.
One excellent thing about the library is that you can get any book from anywhere. Interlibrary loan, it’s called.
Hey, Matt -
Thanks for the review and recommendation. I just may pick up a copy the next time I’m in my local library.
Sorry for the delay in posting your comment to my blog; WordPress was not being my friend last week …
I’m enjoying your blog very much and I’ve subscribed to your RSS feed. Keep the good info coming!
Thanks!
BTW: Easy enough to turn the code around for MS:
The Creation Story Harvard dropout starts software company
The Creed Hm…
The Icons Windows logo
The Rituals Hm…
The Pagans Mac and Linux users
The Sacred Words “A problem has been detected and Windows has been shut down…” Heh. Just kidding. But, hm…
The Leader Bill gates
MS has most of the pieces in place, and they are a very successful brand. But, I’m sure Hanlon would argue, it’s no coincidence that a few pieces are missing and MS fails to enjoy the devotion that Apple does.
@Rebecca - No worries. Thanks for stopping by! I’m glad you enjoyed the Wiggles series. I had fun writing it! Thanks for subscribing, and I’ll do my best to stay informative!
You review intrigued me. As the title suggests its not something I’ve heard of before. Will check it out.
Shamelle
Matt,
I thought I’d read everything, but this one I’ve never heard of. (Your sacred words for MS cracked me up.)
The devotion is really the difference. I love Bill Gates’ story, and obviously MicroSoft is everywhere, but the Goliath aspect doesn’t inspire the way the little creative guy who just can’t stop making you love him does.
The nonbelievers is a fascinating insight. The idea that having something (someone) to push against can be just as important as having something to pull for. Hmm. I like it a lot.
Going to amazon now, to see whether I should jump.
GREAT TITLE. (Yours, not his.) I know it’s a classic formula, but that’s why! It worked like a charm on me.
Now, I’m going.
Regards,
Kelly