Why do some company’s products and services mean something to us, while others don’t? Why do people stand in line waiting for new iPhones, Lady Gaga tickets, or to get into Disney World? It’s not about their Facebook page, their selfies, Twitter count or hashtag program. These brands have an emotional connection that makes people feel like they’re a part of their community. They have a belief system that attracts others who share their beliefs.
It’s one thing to say that, it’s another to actually create it. So, how do you create that intangible ‘something’—that sticky soft tissue that attracts people to brands?
This is all revealed in Chapter 16 of The Definitive Book Of Branding, the new book edited by Kartik Kompella and published this month by Sage Publications, Inc.
Thinktopia ceo Patrick Hanlon contributed the article that leads the Emotional Branding section of the book, with a chapter titled “What Chatterjee Said”.
“When I wrote Primal Branding: Create Zealots For Your Brand, Your Company, And Your Future,” says Hanlon, “it was a theory I had. Since that time, the construct has been proven out, thanks to working with Fortune 100 brands all over the world.”
(The big news is that YouTube (the largest social engagement platform on the planet) did the metrics and proved that the Primal Branding™ construct works. It is now their recommended way of creating online social narratives. YouTube includes it in their certification courses at YouTube Labs.)
“We have learned a lot,” Hanlon nods. “And I wanted to share that. So when Kartik called me with his idea, I jumped at the opportunity.”
The Definitive Book Of Branding also includes chapters by Al Ries, Adam Morgan, Kevin Roberts and others. These people have written some of the best books ever written on branding, and it was great to be included, adds Hanlon.
“It was a privilege to have Patrick Hanlon contribute a chapter to The Definitive Book of Branding,” adds Kartik Kompella. “I had read Primal Branding and his perspective of brands was radical and brave. His approach is insightful and refreshing.”
Today, some people look at brands as Madmen trying to sell them something. But Hanlon, who worked on Madison Avenue, says nothing could be further from the truth.
“In today’s environment, Brands are more important than ever,” says Hanlon. “When there is a proliferation of products and so much choice, brands are the only way consumer can assess if something is real or not. The need for ‘brand’ has become larger, not smaller. Authenticity and transparency rank highly, and we want to know who we can trust.”
Hanlon’s primal branding construct includes creation story, creed, icons, rituals, a special lexicon, nonbelievers, and leader. Known as the primal code, these elements create a strategic brand narrative that is relevant, resonates with people and, at its core, is the glue that bonds social communities together.