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About the Author

As a senior executive at the world's most creative advertising agencies, including TBWA, Ogilvy, Hal Riney & Partners, and Lowe & Partners in New York City, Patrick Hanlon has worked on such famous brands as Absolut, UPS, John Deere, H&R Block, LEGO, General Motors, BellSouth, Pepsi International, Sears, and IBM. In August 2003, he founded Thinktopia and began sharing his proprietary new primal branding construct with marketers from Target, Starbucks, American Express, and elsewhere. It was immediately hailed as "a provocative new look at classic branding." Others simply cheer that primal branding is "not the same old branding B.S." After a decade of working on Madison Avenue, the author is now headquartered in Minneapolis, where he serves Fortune 500 clients across the country.


"A crash course in branding. It's so easy to understand, I felt myself saying 'of course.' It's exactly what many companies should be doing, but are not."
-Christian Korbes, Senior Director, LEGO Central Europe
"What do Starbucks, Apple, the Marine Corps, and Cesar Chavez have in common? They create what Hanlon calls 'a culture of belief.' Primal branding cracks the code of these cultures -- and offers a fascinating look at why people respond so ferociously to them. Whether you're leading an advertising agency, a Fortune 500 company, a middle school, or a political movement, you need to read this book."
-Dan Pink, author of When: The Scientific Secrets to Perfect Timing
is untraditional, it's emotional, and it's depth rather than breadth."
-Dave Williams, VP Consumer Centricity, Best Buy
"The seven factors of Primalbranding provide a structure by which all types of entities from companies to countries to religions can create a unique identity. Everyone involved with creating and managing an image should understand these factors."
-Michael J. Houston, Interim Dean, Carlson School of Management, University of Minnesota
"As in most good books, one idea alone is worth the price and the time. In Primalbranding, it's the 'creation story.' That story is often at the heart of being different and successful."
-Jack Trout, marketing expert, author of Positioning
"What Jim Collins's Built to Last did for companies, Primalbranding does for brands...a must-have for any brand that wants to spot-weld itself to the hearts of customers."
-Luke Sullivan, author of Hey Whipple, Squeeze This: A Guide to Creating Great Ads
takes you deep into branding territory, to a place that other so-called branding experts haven't even imagined. This innovative presentation is credible, incredible, and curiously compelling. It's a deep dive into a new design culture, one that is sure to resonate with today's consumers."
-Robyn Waters, founder, author of Trendmaster's Guide, and former VP Trend, Design, and Product Development, Target

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