Month: February 2020

Branding Starts with Your Creation Story (a/k/a Corporate History)

What's your company's creation or origin story? Here's Michelangelo's rendering of the First Day of Creation.
Patrick Hanlon’s books Primal Branding (2006) and The Social Code (2011) are a bit dated but still relevant. They analyze why certain brands gain “visceral traction in the marketplace,” while other brands with equally good offerings fail. Crux: Branding is a belief system. Specifically, Hanlon says the[...]
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