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Quote "Primal branding is an idea that can be scrawled on a matchbook cover. It boils down to the fact that brands are belief systems. Once you think of a brand as a belief system, you automatically get all the things that enterprise spends billions of dollars trying to obtain: trust, relevance, vision, values, leadership." Patrick Hanlon
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A Brand is a Belief System
A Brands Primal Code1. Creation Story2. Creed3. Icons4. Rituals5. Pagans6. Sacred Words7. Leader
1. Creation StoryTwo guys named Steve who started building personal computers in their parent's garage.
Founded in Eugene, Oregon by track and field coach Bill Bowerman and a middle-distance runner Phil Knight. Bowerman manufactured running shoes in his home using liquefied rubber and his wife’s waffle iron.
Jim Casey borrows $100 from a friend to start the American Messenger Company in Seattle, Washington.
1. Creation Story
1. Creation Story
Ray Kroc
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2. Creedwhat you believe in
Just Do It!
3. IconsAll belief system have icons - quick flashes of meaning that sum up who you are and what you're about.
4. Rituals
5. PagansAll belief systems have a set of non-believers.
5. PagansAll belief systems have a set of non-believers.
6. Sacred WordsDouble Tall, Sugar Free, Vanilla Soy Extra Hot Latte
7. Leader
A Brands Primal Code
the primal code creates organizations, products and services that people believe in.
Belief System =trust, relevance, vision, values, leadership.
Great brands create a culture of belief!
A Brand is a Belief System
amazon.comthinktopia.com
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