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
3. A Brands Primal Code
1. Creation Story
2. Creed
3. Icons
4. Rituals
5. Pagans
6. Sacred Words
7. Leader
4. 1. Creation Story
Two 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.