Primal Branding is a take on how to create something that people connect to on an emotional level–something they believe in.
Whether it’s a product, a cause, a company, a movement, a person, a religion, or whatever, Patrick Hanlon discusses his take on how to make this into a powerful, “primal brand” that people connect to.
Hanlon identifies seven pieces of the “primal code” that help create something (he uses “brand” to refer to all of these) that people connect to:
- the creation story,
- the creed,
- the icons,
- the rituals,
- the pagans,
- the sacred words, and
- the leader.
I’ll take a look at these seven pieces and how Hanlon brings them together in subsequent posts.
But first, does his premise makes sense for community organizations.
For some organizations, however, I don’t think it does. I’m not convinced that GetDowntown needs people to believe in the organization to convince people to change their commuting behavior. They do need businesses and employees to believe that biking, bussing, carpooling, walking, or telecommuting are good commuting choices, but they may not need a “primal brand.”