Following the wave of allegations of cruelty by U.S. forces in Iraq, Marine Corps General Mike Hagee reminded his troops Sunday that We must regulate force and violence, we only damage property that must be damaged, and we protect the non-combatants we find on the battlefield.
This reaffirmation of the USMC creed (or in Hagees words, core values) is an important part of the primal code that makes the USMC the fighting force it is today.
The creed, of course, is an instrument part of primal code and says what youre about. A lesson that Martha Stewart, Enron and George W. Bush, have painfully discovered.
[Primal Branding is a construct that lets you design a belief system using the seven pieces of primal code: creation story, creed, icons, rituals, sacred words, nonbelievers, and leader. Used together these seven pieces of code create a system of belief that attracts brand communities and public appeal for products and services, personalities, political and social movements, even civic communities.]
Category: New Ideas Blog
| June 21, 2006 by THINKTOPIA®
With a zillion iPods on the market (okay, thats not the official number), only a motley fool would suggest that the iPod could be better than its current state. But ask yourself this simple question, as Advertising Ages Point magazine editor Jennifer Rooney pointed out at Lindsay Stone Briggs Brandworks University last week. In todays wireless world, why do we need to download iTunes from an Apple computer in order to get the best from our iPods? Perhaps its storage space, battery power, or because its the iPods technological fate to always be available no larger than the size of a gum package. But the next challenge for Steve Jobs, Jonathan Ives and crew will be to make the iPod wireless, so we can download iTunes on the street, on the run, or even from this motel room in Rapid City, SD. Amen.
[Primal Branding is a construct that lets you design a belief system using the seven pieces of primal code: creation story, creed, icons, rituals, sacred words, nonbelievers, and leader. Used together these seven pieces of code create a system of belief that attracts brand communities and public appeal for products and services, personalities, political and social movements, even civic communities.]
Category: New Ideas Blog
| June 16, 2006 by THINKTOPIA®
You know those pill boxes with all the days of the week? The ones people spend an hour or so filling so they dont have to remember which medications they have/havent taken? Now Prairie Stone Pharmacy has reversed the concept with introduction of its new DailyMed, a prepackaged packet with all your daily meds shrink-wrapped together. The ads show the packets printed with Take at: Dinner Tues. 4/18, and come with a full one-month supply that eliminates confusion and possible harmful drug interactions.
Changing rituals in a category often provides brands with powerful differentiation and market growth. Pepsi did it years ago when they started selling soda at convenience stores, outflanking competitor Coke who sold at grocery stores. iPod has changed the ritual of buying music (in two ways) by having you download off the web, and buying single tracks rather than the whole CD. Consider what the rituals are involved with your product or service. How can you change them in order to give your brand more differentiation?
[Primal Branding is a construct that lets you design a belief system using the seven pieces of primal code: creation story, creed, icons, rituals, sacred words, nonbelievers, and leader. Used together these seven pieces of code create a system of belief that attracts brand communities and public appeal for products and services, personalities, political and social movements, even civic communities.]
Category: New Ideas Blog
| by THINKTOPIA®
