Primalbranding: Create Zealots for Your Brand, Your Company, and Your Future, Hanlon Patrick

In one of the most original books of its kind ever written, Patrick Hanlon explains how the most powerful brands create a community of believers, revealing the seven components that will help every company and marketer capture the public imagination--and seize a bigger slice of the pie.

What is the magic glue that adheres consumers to Google, Mini Cooper, and Oprah, but not to others? Why do many brands with great product innovation, perfect locations, terrific customer experiences, and breakthrough advertising fail to get the same visceral traction in the marketplace that brands like Apple, Starbucks, or Nike have? After years of working with famous brands like Absolut, Ford Motor Company, LEGO, Disney, Montblanc, Sara Lee, and others, Patrick Hanlon, senior advertising executive and founder of Thinktopia, decided to find the answers. His search revealed seven definable assets that together construct the belief system that lies behind every successful brand, whether its a product, service, city, personality, social cause, or movement.