Summary of Patrick Hanlon's Primalbranding , livre ebook

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23 pages

English

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Please note: This is a companion version & not the original book.
Sample Book Insights:
#1 The path to mimicry, which is to attract people to your brand, seems to lead to dead ends. While it is easy to explain why Coke has achieved brand loyalty after over 100 years of consumer advertising and marketing support, it is difficult to explain how Starbucks has achieved similar consumer loyalty without any advertising.
#2 The seven pieces of primal code that make up a brand are: the creation story, the creed, the icons, the rituals, the pagans, the sacred words, and the leader. Together, these pieces of code construct a belief system.
#3 Believing is belonging. When you are able to create brands that people believe in, you also create groups of people who feel that they belong. This sense of community is at the center of psychologist Abraham Maslow’s hierarchy of human needs.
#4 The seven pieces of code that make up a belief system are the creation story, the creed, the icons, the rituals, the pagans, or nonbelievers, the sacred words, and the leader. When products and services have all seven pieces of code, they become a part of our culture.

Sujets

Marketing

General

Business

Economics

General officer

Marketing et communication

Informations

Publié par	Everest Media LLC
Date de parution	10 mai 2022
Nombre de lectures	0
EAN13	9798822501805
Langue	English
Poids de l'ouvrage	1 Mo

Informations légales : prix de location à la page 0,0150€. Cette information est donnée uniquement à titre indicatif conformément à la législation en vigueur.

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Insights on Patrick Hanlon's Primalbranding
Contents Insights from Chapter 1 Insights from Chapter 2 Insights from Chapter 3
Insights from Chapter 1

#1

The path to mimicry, which is to attract people to your brand, seems to lead to dead ends. While it is easy to explain why Coke has achieved brand loyalty after over 100 years of consumer advertising and marketing support, it is difficult to explain how Starbucks has achieved similar consumer loyalty without any advertising.

#2

The seven pieces of primal code that make up a brand are: the creation story, the creed, the icons, the rituals, the pagans, the sacred words, and the leader. Together, these pieces of code construct a belief system.

#3

Believing is belonging. When you are able to create brands that people believe in, you also create groups of people who feel that they belong. This sense of community is at the center of psychologist Abraham Maslow’s hierarchy of human needs.

#4

The seven pieces of code that make up a belief system are the creation story, the creed, the icons, the rituals, the pagans, or nonbelievers, the sacred words, and the leader. When products and services have all seven pieces of code, they become a part of our culture.

#5

All belief systems come with a story attached. The story of how you came to be is as important for people to know as what you believe and what your advantages are.

#6

The question of origin is important to end consumers, new and existing employees, vendor and partner relationships, and others you want to convert to your cause. It is the foundation of trust.

#7

The creation story is the foundation of a belief system. It is important for people to know who the founder of any nation or organization was and why they started it. Without an answer, people lose interest and turn away.

#8

The creation story often involves a mythic quest. The company’s struggle to create the right product or service (the common zipper took decades to develop). The against-all-odds pursuit of creating the best airplane, the best running shoe, the best coffee, the best computer, the best automobile lies at the foundation of many companies.

#9

The creation story of a nation is often constructed around a vision for the future and transformation. For example, IBM’s evolution from a business supply company to a keypunch card company and ultimately into a business information and technology company is a lasting tale.

#10

The creation story is the first step in providing answers to why people should care about you or your product or service. It answers who you are and where you come from, and it helps set up the further pieces of primal code.

#11

The core principles of an ideology are not easy to state. They are often complex, and they define what a group stands for and believes in. They are critical to the success of a brand, both internally and externally.

#12

The creed is the singular notion that you want people to believe. It is a simple, bold statement that embodies hugely bold ideas. It is the boiled-down expression that is communicated in your advertising.

#13

The UPS creed was the tightest ship in the shipping business. The curious thing about this credo was that it was reflexive. At the time, United Parcel Service was not the tightest ship in the shipping business, but it wanted to be.

#14

The creed is what you want people to believe. It is a fundamental statement about humankind that has driven the beliefs of the United States of America and the civil rights movement. It must be integrated with the other elements of the primal code to create a holistic system of belief.

#15