This weekend, Thinktopia® is soft launching a new site called getprimalbranding.com. The site is inspired by the success of the book Primal Branding. In the Fall, the site will launch a new service to help people put the Primal Code™ into action.
Primal Branding: How To Create Zealots for Your Brand, Your Company and Your Future was published by Simon & Schuster/Free Press in 2006 and has become (we are told) a cult classic in marketing and branding.
Branding legend Al Ries declared when the book was launched that Primal Branding was, “Not the same old branding B.S.”
For the last decade, Thinktopia has been using the construct outlined in Primal Branding to help Fortune 100 companies and start-ups alike define brand strategy, launch new brands, and help to re-engineer existing products and services.
The seven pieces of Primal Code™ are what move people, places and things from being meaningless (or unbelievable) to becoming meaningful enough to gather millions of fans. In fact, the primal construct of creation story, creed, icons, rituals, sacred words, nonbelievers and leader can be identified in the most popular and powerful brands that exist.
Even YouTube, the largest social engagement platform on the planet, teaches fledgling videographers and storytellers this primal construct. YouTube metrics show that the most-watched YouTube videos all include at least five out of seven pieces of “Primal Code.”
This is because Primal Code creates a system of belief that attracts others who share that belief, creating a community of believers: the tribe of people “like us.”
This also can be said for the communities that surround powerful brands like Apple, Nike, Google and Facebook as well as for the communities that surround Obama, Lady Gaga, New York City, Silicon Valley, the Civil Rights Movement and climate change.
The construct of Primal Code is even used in military intelligence and artificial intelligence.
“Until the concept of Primal Branding, marketers worked in a maze without a flashlight,” says Primal Branding creator Patrick Hanlon. “Thanks to this fresh understanding of how we can create the emotional connections that attach people to brands, we have helped brands get unstuck, and find new markets.
“Most importantly, we have helped marketers find ways to differentiate themselves and create Brand communities that surround them because they are attracted to their values, their products, and their actions. This helps move goods and services from being meaningless to becoming meaningful. It also helps people create deliberate omni-channel engagements with their Brand community.
“Every tactic now becomes a long-term investment in their Brand, rather than one-shot buzz.”
The new website which is beginning its soft launch in July, will feature articles on current events and other communications that highlight the impact that Primal Code has on Brand communities and society as a whole.
The best way to see how a community evolves is to take part in its evolution. You’re invited to come along and offer your own comments and help us make the site better for everyone at getprimalbranding.com