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This book is a quick read on brand building and what elements to consider to build a brand that resonates.Great framework with plenty of examples to help you link the concepts to the real world examples.

I had high hopes when I picked up this book based on some of the other glowing reviews. What a huge disappointment.The author tells us he's cracked the marketing Rosetta Stone and come down from the mountaintop with a magical treasure map for you to follow. A guide to creating the kind of zealous fans every business owner dreams of. You know, Harley Davidson, Krispy Kreme, Apple, etc. etc. That would be amazing, if it were even a little bit true.Here's the basics, so you don't have to buy, and then read through, the 244 (out of 246) useless pages.You just need:1. A creation story - why the company exists and what makes it unique.2. A creed - the principles that guide the business.3. Some icons - logos mostly, but other visible things that make people think of your company like Starbuck's cups.4. Some rituals - like making people stand in line at Starbuck's.5. Some pagans or non believers - people who don't buy into your program that you can rally your supporters against.6. Some sacred words - basically jargon no one understands until they are 'in' your group.7. A leader - you know, like Steve Jobs or Thomas Edison.The entire first section covers this in exhaustive detail by dumping a metric shit ton of disconnected and poorly edited anecdotes discussing various ways companies have implemented the 'pieces of the primal code'.The second half of the book is even more unbearable because Mr. Hanlon completely abandons even the pretense of pretense of providing meaningful insights in favor of heaping on even more poorly edited anecdotes about the same companies we grew tired of in the first section.There is absolutely nothing in the book about how to implement any of this stuff, or whether any of the 'primal' items were causal for the success enjoyed by the companies employing them.Among many fact check errors in the book, one that really stuck with me was the discussion of the "6" week long Marine Corps "boot camp" while discussing sacred words. None of the words he mentioned were things I ever heard a Marine say when I was in the Corps, and a quick look on the USMC website would tell you that "Recruit Training" actually lasts 12 weeks. And if you want to discuss sacred words in the Marine Corps how about 'Semper Fi'? Or Chesty Puller? Getting stuff this simple so wrong makes me doubt the rest of the book as well.Who is this book most useful for? The author - when he drops it on the desk of big brand clients so they'll hire him for mega bucks to come in and bore the hell out of middle management with a bunch of useless busy work.I want my time back Mr. Hanlon, but I'll settle for never meeting you at a cocktail party - I can't even imagine what kind of overbearing windbag you must be in person.

A good book. The points to create a primal code make sense and helped me look at our branding in a deeper way. The only thing is, I wished there was more application in helping business owners create their own code with each point. There was only a small portion of the book that did that. The majority of the book was examples of successful companies that have the primal code in their branding, which I started to think it was over kill on the explanations. Another good book to pair with this one for people that need branding help is Story Brand by Donald Miller. That one is a deep dive in application which I wish this also did something similar.

Primal Branding goes much deeper than most books on branding. It is not just about logos and tag lines but about the seven crucial components which must be present to creating a brand that connects.The seven attributes are the creation story, the creed, icons, rituals, sacred words, pagans (the opposite or those opposed to the brand) and leaders. Primal branding is not about "building a church, but creating a religion.""Primal Branding has broken down the elements that help people feel better about a brand." All marketers are searching for ways to stand out from the crowd, to get attention, to connect. Hanlon has given us the blueprint to do just that. But as he says, "If all we needed were a recipe, everyone would be a great chef." He gives us the blueprint, but there is still the need to create the story, to make sure it resonates with everyone, the employees, the vendors and the customers. Branding is still part science, part art and a good deal of luck.The book is well written, easy to read and filled with many examples of very successful brands - from coca-cola to lego to U2. Hanlon goes behind the scenes to uncover what made the brands successful. He gives great insight into the things we must do to make our own brands successful.While we have the essential steps to brand our products or services, we still need to bring the emotional connection into the process. That of course is where the art and luck comes in.If you are responsible for marketing your services, you really need to read this book.

As a relatively new member of the marketing profession, I've been reading a lot of books to help me grasp marketing concepts and techniques. Of those, this has been the most unique. The main concept I took away from this particular tome is that more than one factor comes into play when you're establishing a brand image. Everything--from the logo to the buzz words--associates your product and brand in a consumer's mind.I really enjoyed reading about the various ways companies came into being, the way various entrepreneurs were interviewed. One story I found particularly fascinating was that of the founders of "Fast Company."Overall, this was a worthwhile read, but don't expect to come away with an outlined set of steps to follow to cause your brand to "pop." Rather, you'll find a set of guidelines that you can use toward creating your own primal brand.