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Book Review: Primal Branding

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primal brandingAs a performance driven digital marketer I have to confess that my appreciation for some of the longer range goals of branding can be limited at times.  Justifiably things change rapidly in the current business landscape and will oodles of real timer performance data it’s easy to get distracted.

In an effort to better integrate our SEM, SEO and online display campaigns into the larger global brand I decided to read a copy of Primal Branding.  Overall I found the book to be an enjoyable read and especially the first half, Going Primal, that talks about brand attributes in terms of the creation story, rituals, icons, and sacred words to name a few.

Some interesting takeaways:
○ The Primal Code of Progressive Auto Insurance – 24/7 claims, 24/7 customer support, and rate comparison service.  These 3 strategies  combine to form the DNA of Progressive’s brand.
○ Research suggests that brands that connect emotionally with consumers can charge a premium of 20%-200%.  A friend of mine is a big muckety muck at Harley Davidson, and would agree that this completely accurate.
○ There are profound implications for social media.  A primal construct can create a belief system that results in a core group of evangelists that can be your brand advocates.
○ More generic services like finance, telecom and utilities can better connect with their consumer base by activating a just a few pieces of primal code in meaningful ways.

Pick up your copy of Primal Brandingat today!


Written by Greg M

August 8, 2009 at 6:39 pm

Posted in Books

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