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In The News

Thinktopia Explains ‘The Cult Of Cool’ On Australian Prime Time TV

Thinktopia Explains ‘The Cult Of Cool’ On Australian Prime Time TV

In a six-minute segment on one of Australia’s most popular television shows, Thinktopia founder Patrick Hanlon explains The Cult Of Cool: how ‘fandom’ and community create beacon Brands. Using the primal code of creation story, creed, icons, rituals, lexicon, nonbelievers … Continue reading

Brands Move From Great To Good

Last week, Starbucks launched another probe onto the corporate responsibility landscape by announcing an initiative to help 100,000 Millennials land jobs. Their “100,000 Opportunities Initiative” (teamed with 17 other companies including Target, Taco Bell and Walgreens) hopes to aid the … Continue reading

Smirnoff: The Primal Vodka

I was sitting at the Starbucks in Westport, Connecticut with an executive from Smirnoff’s Global Brand Planning. I was in the middle of explaining the seven pieces of primal code, beginning with the creation story, when a smile spread across … Continue reading

New Ideas Blog

‘Begin Again’ Director John Carney Redubs Film Ritual

Ritual is an important part of brand narrative. Relating narratives is a ritual, and rituals are also embedded in the actual production and action of narratives. Let me explain. Going to the movies is a ritual we have all enjoyed. … Continue reading

Primal Branding Featured In Suriname Turnaround Brand Workshop

Primal Branding Featured In Suriname Turnaround Brand Workshop

Turning stagnant brands into dynamic powerhouses was the subject of a workshop at the Anton de Kom University in Suriname this week. Primal Branding was featured in the class, according to attendees. Primal Branding is the most effective construct for … Continue reading

Tillamook Mixes Trends With New Farmstyle Greek Yogurt

Tillamook Mixes Trends With New Farmstyle Greek Yogurt

Tillamook mashes trends together with its new Farmstyle Greek yogurt: Greek yogurt plus the movement for locally grown ‘handmade’ products. Tillamook has taken the vernacular (sacred words) for other farm dairy products and made it their own. Examples. “Farmstyle” and … Continue reading

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