Toward the end of his presentation this afternoon, Joe Hice referenced the work of Patrick Hanlon, the author of Primal Branding: Creating Zealots for Your Brand. I’d read a column about Hanlon’s work in a recent issue of Marketing News and was intrigued by the seven points of primal marketing, so I was happy to see someone applying these concepts in higher education. (Actually, a lot of us incorporate some of these concepts but probably not as effectively or as systematically as we could.)
According to Hanlon, great organizations have a “primal code” that creates passion in their customers (followers). (Here’s an interesting review that outlines the elements in detail.)The code consists of these seven elements:
- A creation story. For Harley-Davidson (Hice’s example), the creation story is all about how H-D was born in a woodshed.
- A creed. “We fulfill dreams” is H-D’s.
- Icons. The Fatboy.
- Rituals. The annual pilgrimage to Sturgis, S.D.
- Pagans/Unbelievers. Those who ride Japanese motorcycles.
- Sacred words. “HOG.”
- A leader. Perhaps the CEO, or the company founder. For H-D, it’s Willie G. Davidson. For Apple, it’s Steve Jobs. For Microsoft, Bill Gates.
I’m curious whether anyone else in higher ed marketing is following the primal branding school of thought?
Andy writes! 
Andrew, thanks for blogging on the conference. It’s really helpful for those of us who couldn’t attend. I’m already thinking of the ways Hanion’s primal code can be appllied at Biola. Good stuff.
Rob – Glad to help.
Andrew