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How 'Primal Branding' Creates Brand Advocates

More brands need to consider this model

For some people, a brand is a logo and a website. For others, it describes an image: what kind of people wear Nikes, drive Teslas or watch "Julia."

Marketers may imagine that their brand is an idea under their control. But in reality, it is a community of people who share the same beliefs. When approached this way, that community can springboard into shared purpose, awareness, advocacy and growth.

I developed a framework to help marketers curate their own story called "Primal Branding," which looks at brands as belief systems. Once you create a belief system, you attract others who share your beliefs, which creates communities.

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