thinktopia

Primal Digs are active engagements. Using the primal construct as the basis for our sessions, we begin by outlining the primal code, exposing the roots of the brand.

In team sessions, participants then deconstruct brands to better understand how to engineer and reengineer their own brands.

Uncovering the assets buried in your brand is a transformative process. And it helps those responsible better understand how to influence consumer and co-worker enthusiasm and preference, and build value into your enterprise.

We customize these engagements as much as possible to respond to current issues and opportunities.

As products and services from laundry detergent to computers become commoditized, there is a paradoxical trend toward people seeking relevance and meaning in their lives. People don’t just want to buy, they want to belong.

This means remarkable opportunities for brands able to create the magic glue that adheres people to their brands.

We have identified a pattern that explains why brands like Nike, Apple and Starbucks have been able to establish emotional connections with consumers. Today, the soft sciences of human persuasion have some very hard business results: improved preference, increased brand value, better employee retention, greater job satisfaction, higher morale, and the opportunities they imply.

Our “primal branding” method shows how to manage the intangibles of your brand and build a sustainable experience that helps people believe in, belong to and just “feel better” about you, your company, products and services.

Why does this matter? Because in a parity world, “feeling better” about your brand is synonymous with preference. And preference creates sales.

Primal Branding details how to design belief systems that attract people who feel they already belong to those beliefs. This creates community. Those communities can surround products and services (like Apple, Nike, UPS), organizations (ie. corporate culture) or personalities like Oprah, Madonna or Martha. They can also surround social and political causes, and civic communities.

We have identified a pattern of seven assets that exist in all belief systems, which we call the primal code. Those companies and organizations that have these pieces of code attract consumers in powerful ways.

Brands are belief systems. (For purposes here, “brand” means any product, service, personality, social or political cause, or even civic community searching for popular appeal.) Once you construct a brand as a belief system, you gain the attributes inherent in all belief systems that enterprise spends millions struggling to obtain: trust, vision, mission, vibrancy, relevance, a sense of values, leadership.

Believing is belonging. The marketplace result of primal branding is that feelings about your brand (even if unarticulated) become so fervent that you are your customer’s best, most comfortable, and most obvious choice–the option they prefer above all others.

Until now, no one has recognized this systematic approach to loading brands with deep-skin emotional power. We use a step-by-step method to help engineer–and reverse-engineer, a belief system that can influence not only products and services but every department in your enterprise. This creates a corporate culture that becomes palpable for people in finance, human resources, manufacturing, engineering, sales, product design, customer service, marketing, research, and every facet of your organization. Right down to people on the sales floor.

This top-to-bottom operationalization of your brand results in enthusiastic and consistent delivery of your brand promise, and creates an organizational culture that results in better brand integration, greater efficiencies, increased talent retention and true passion for your enterprise.

We have been speaking with associations, CEOs and marketing professionals at Fortune 500 companies across the country. Finally there’s a branding program that can be implemented throughout the organization. One that can help jump start new brands, retool existing brands, and create corporate culture. As one excited marketing executive declared, “It’s not the same old branding B.S.”.

During 1-day primal workshops, we demonstrate how the primal code creates organizations, products and services that people believe in. Then we work with employees to engineer a belief system that culminates in a mandala of positive experiences for your customers. We want your customer’s feelings about your brand (even if unarticulated) to be so fervent that they will accept no other option.

We reveal how you can engineer new brands and re-engineer existing brands to create brand zealots, and deliver a total codex with the tools to innovate new products and services, and re-calibrate existing products that people can believe in.

Do you want to be just another product or service? Or do you want to become a necessary and meaningful part of the culture? If your answer is the latter, call 612-373-2222.