Skip to content
Primal Branding: Book Review
· Blog

Primal Branding: Book Review


"Why do some products mean something to us while other products—with essentially the same features and benefits—do not?"

This is the central question that Patrick Hanlon explores in his 2006 book, Primal Branding. His answer? Brands are belief systems. And building a belief system around your brand creates preferential appeal with users and consumers.

While most companies try to communicate a single brand message, Hanlon argues there are actually seven distinct messages that must be delivered together - what he calls the "primal code." When all pieces are present and working together, they tap into our innate human desire to belong to something larger than ourselves.

As Hanlon writes: "The resonance inherent in a brand subsumes the competition. When people believe in and belong to a brand experience it's no longer about the task, it's about the experience."

The 7 Pieces of Primal Code

  1. Creation Story - The origin narrative explaining how you started. Think Jeff Bezos writing Amazon's business plan in his car while driving to Seattle, or those famous first Amazon office doors-turned-desks showcasing frugality. Every great brand has an origin myth: Steve Jobs and Wozniak in the garage, Howard Schultz's inspiration from Italian coffee bars.
  2. Creed - Your fundamental purpose beyond making money. Google's mission to "organize the world's information" or Patagonia's environmental commitment. The creed answers the crucial question: Why do you belong in people's lives?
  3. Icons - The instantly recognizable symbols of your brand. Beyond logos, think Starbucks' comprehensive iconography: the mermaid logo, the white cup visible from across the street, the corrugated comfort ring, green barista aprons, and wood-toned environments. For Intel, it's the sonic "bong" sound. For Coca-Cola, it's the contour bottle shape.
  4. Rituals - The meaningful repeated interactions people have with your brand. As Hanlon notes, "These interactions can be flat or even negative experiences, or they can serve as enriching touchpoints that intensify the brand experience." Consider the careful unboxing of an Apple product, Build-A-Bear's heart ceremony, or even the daily Starbucks run.
  5. Sacred Words - The special language your believers use to signal belonging. "If you know the language, you belong," writes Hanlon. Think Starbucks' "grande" and "venti" or Apple's "genius bar" and "think different." This special vocabulary creates insider status.
  6. Pagans (Nonbelievers) - The opposition that helps define who you're not. Mac vs PC, Tesla vs gas vehicles. Hanlon argues that "part of saying who you are and what you stand for is also declaring who you are not and what you don't stand for."
  7. Leader - The visionary who embodies your values. Not just founders like Jobs or Branson, but as Hanlon points out, "Other leaders can be found within the strata of the organization: brand stewards, product managers, team leaders, production line experts... all important to the success or failure of the brand."

In today's world of product parity, functional benefits alone aren't enough to differentiate. When people truly believe in and belong to a brand experience, it transcends the functional task. They don't say "let's get coffee" - they say "let's go to Starbucks." They don't say "we went gambling" - they say "we went to Vegas."

The power of this framework extends beyond marketing. One CEO in the book used it when competing for MBA graduates. Despite lacking the international experience candidates wanted, she carefully wove her company's primal code elements into interviews. She shared their origin story, showed their icons, explained their rituals, and outlined their competitive set. The result? "They all want to work for you," her HR manager reported.

My takeaway here is that Primal Branding can be applied far beyond product marketing. Retail media professionals can consider using Primal Branding for internal memos and executive communications, an especially important part of building buy-in and consensus around media investments.

How I'm Using Primal Branding With My Podcast


I've focused on building several key elements: establishing a ritual by dropping episodes at 6AM daily, developing recognizable icons like our logo and coffee-pouring sound, and positioning myself as the leader/voice. I share my origin story on other podcasts and in my newsletter, being vulnerable to create connection. Our creed is delivering a point of view about retail media trends, not just hype.

But I still need to work on developing our own sacred words beyond industry jargon, and better defining our pagans (though as a connector by nature, this is challenging for me).

The real power of primal branding isn't just in understanding these seven elements - it's in thoughtfully implementing them across everything from product pages to recruiting to internal communications. It gives us a framework for creating meaning, not just marketing. In a world of endless product options and marketing messages, that meaning is what makes the difference between a forgettable transaction and a brand people believe in.

Link to Primal Branding on Amazon

Hosted by

Related episodes