Transcript
WEBVTT
1
00:00:05.940 --> 00:00:09.320
Welcome back to G. D. P. Growth. I'm
dan Sanchez with Sweet fish media and
2
00:00:09.320 --> 00:00:13.570
today I'm talking to Patrick Hanlon who
is the author of primal branding and
3
00:00:13.570 --> 00:00:18.420
the ceo of Primal branding co Patrick,
welcome to the show, hey thanks for
4
00:00:18.420 --> 00:00:19.560
having me to be here.
5
00:00:20.640 --> 00:00:23.990
I've been looking forward to this
episode for a long time because your
6
00:00:23.990 --> 00:00:28.710
book has been one of the best books
that I've read in awhile and I read a
7
00:00:28.710 --> 00:00:32.900
lot of books on business. I read a lot
of books on marketing before reading
8
00:00:32.910 --> 00:00:36.670
primal branding. It was certainly
branding was just an ambiguous term.
9
00:00:36.670 --> 00:00:39.560
People meant different things. You're
like, are we talking about logos,
10
00:00:39.560 --> 00:00:43.960
colors, emotion stories, what are we
talking about and everyone had a
11
00:00:43.960 --> 00:00:48.400
different view. I wasn't to tell this,
I was like oh it was finally like it
12
00:00:48.400 --> 00:00:53.250
gave me a playbook, not that it's easy
but it gave me a playbook and actually
13
00:00:53.260 --> 00:00:57.580
to address what is a strong brand
versus a non strong brand and how to
14
00:00:57.580 --> 00:01:01.660
take a brand that's just shallow and
turn it into something really robust
15
00:01:01.670 --> 00:01:05.190
and meaty. So I'm looking forward to
covering giving some highlights of the
16
00:01:05.190 --> 00:01:09.290
book but also asking you some questions
for our audience On how to use the
17
00:01:09.290 --> 00:01:12.770
primal branding system, what you call
the primal brand in order to build
18
00:01:12.770 --> 00:01:16.290
better brands for their B- two B
companies. Great, hopefully we're
19
00:01:16.290 --> 00:01:21.190
making it easier, it's not easy but
it's easier B two C brands have
20
00:01:21.200 --> 00:01:25.710
certainly led the charge when it comes
to what good branding can look like and
21
00:01:25.710 --> 00:01:29.650
B. Two B has always been catching up.
But lately it seems like B two B brands
22
00:01:29.650 --> 00:01:33.320
have started to do some great things
out there, but it's still few and far
23
00:01:33.320 --> 00:01:37.440
between and or B. Two B leaders are
still looking for how to make their
24
00:01:37.450 --> 00:01:41.850
business brands stronger and resonate
more deeply with their their target
25
00:01:41.850 --> 00:01:44.860
audiences. So I was really looking
forward to interviewing you to get some
26
00:01:44.860 --> 00:01:49.060
more of this content in front of the
audience. Yeah, I think actually the
27
00:01:49.540 --> 00:01:53.840
the difference between B two B and B
two C was, I don't know if it was
28
00:01:53.850 --> 00:01:57.630
artificial in the first place or not,
but it's certainly the lines have
29
00:01:57.630 --> 00:02:03.030
blurred a little bit as people become
more, here we are, we're sitting in our
30
00:02:03.030 --> 00:02:07.670
home offices and working from home and
we're constantly on our phones checking
31
00:02:07.670 --> 00:02:11.050
things out etcetera etcetera. And so I
think that the lines have blurred
32
00:02:11.050 --> 00:02:15.390
between B two B and real life. And in
the case of using primal it's
33
00:02:15.390 --> 00:02:20.710
definitely there's no difference. So we
look at things as how do you brand
34
00:02:20.720 --> 00:02:26.490
people places and things and if it's a
person, it's whether you're Elon musk
35
00:02:26.490 --> 00:02:32.020
or it's you or Justin Bieber or
something like that places, it could be
36
00:02:32.030 --> 00:02:36.620
a geographic place, like a country, the
U. S. Or France or something or it
37
00:02:36.620 --> 00:02:42.480
could be Disney land or Disney world
and in terms of things, certainly
38
00:02:42.480 --> 00:02:49.730
products and services of course, but
also things like concepts like gravity,
39
00:02:49.740 --> 00:02:56.060
like why do we all believe in gravity
or Cryptocurrency is a new one that's
40
00:02:56.060 --> 00:03:00.270
out there or coronavirus for that
matter. So why do we believe in these
41
00:03:00.270 --> 00:03:04.160
things? So they all have the same
routes.
42
00:03:05.240 --> 00:03:09.380
It brings me back to one of my favorite
term or quotes in the book and I had to
43
00:03:09.840 --> 00:03:14.570
under light and highlighted because it
became it was the big change in aha for
44
00:03:14.570 --> 00:03:19.950
me was when you said brands, our belief
systems. Once you look at a brand like
45
00:03:19.950 --> 00:03:23.500
a belief system and automatically gains
the advantage is that enterprise
46
00:03:23.500 --> 00:03:30.950
strives for trust, vibrancy, empathy,
commitment. Yeah. It's the thing that
47
00:03:30.950 --> 00:03:36.880
people spend so much money on all their
marketing efforts are toward trying to
48
00:03:36.890 --> 00:03:42.030
I don't want to say superficially, but
in a in a slim way, let's say create
49
00:03:42.030 --> 00:03:49.450
vision and values and trust and
efficacy and community and customers
50
00:03:49.840 --> 00:03:54.040
And and we don't really know,
especially in B2B, I would say, but
51
00:03:54.040 --> 00:03:58.340
also in consumer packaged goods and so
forth. Any also maybe to a lesser
52
00:03:58.340 --> 00:04:04.020
extent, but we really the subject of
branding has always been like molding
53
00:04:04.020 --> 00:04:09.310
fog, I'd like to say. And if you ask
100 people what is the brand, you get
54
00:04:09.380 --> 00:04:15.170
100 different answers. And nowhere else
in marketing or advertising industry,
55
00:04:15.180 --> 00:04:20.620
do we let something go that is not
measured, right? It does not is not
56
00:04:20.630 --> 00:04:26.430
measured or that that effort didn't
marketing effort didn't work. Sorry,
57
00:04:26.440 --> 00:04:30.960
let's try something else, zig and Zag
and I just thought that was ridiculous.
58
00:04:31.440 --> 00:04:36.530
And I had a client project that I was
working on and I started to wonder to
59
00:04:36.530 --> 00:04:42.160
myself or what really separates the,
what are the powerful brands doing? Is
60
00:04:42.160 --> 00:04:47.750
there any kind of pattern that's in
there? And of course, my first thing I
61
00:04:47.750 --> 00:04:51.050
thought of was, well, they all have a
logo. And then I started thinking well
62
00:04:51.050 --> 00:04:56.590
along right underneath that logo is
their theme or creed as they ultimately
63
00:04:56.590 --> 00:05:01.660
called it. They all have a leave ceo or
someone else, a steve jobs or Elon musk
64
00:05:01.660 --> 00:05:05.660
or something. Ellen really wasn't
around at that time. But the and they
65
00:05:05.660 --> 00:05:10.850
all have generally they all have a
creation story, whether it was the two
66
00:05:10.850 --> 00:05:15.740
steves jobs and Wozniak working in the
garage trying to make computers for the
67
00:05:15.740 --> 00:05:20.730
rest of us, or HP had the same story.
Then winding coils and the Harley
68
00:05:20.730 --> 00:05:24.560
Davidson, Davidson started in the
garage and thank God for the garage.
69
00:05:24.560 --> 00:05:29.890
Right. And they had words that they had
built around them and special words
70
00:05:29.900 --> 00:05:34.440
imac and this and that and the other
thing, iced grande, skinny decaf latte
71
00:05:34.450 --> 00:05:40.080
for Starbucks. And they all had
competitors or people that were against
72
00:05:40.080 --> 00:05:45.440
them in some way, shape or form Mac
versus pc burger wars, the colder wars
73
00:05:45.450 --> 00:05:51.510
back in the 1919 nineties and dating
myself. But but these days it's google
74
00:05:51.510 --> 00:05:56.460
phone versus iphone and so forth. And
so anyway, the vegans versus mediators
75
00:05:56.940 --> 00:06:01.280
and I started to see that there were
some similarities between the big
76
00:06:01.280 --> 00:06:06.380
powerful brands and even those that
didn't advertise like google and
77
00:06:06.380 --> 00:06:12.000
Starbucks still had these things, these
assets and pillars, some people call
78
00:06:12.000 --> 00:06:16.980
them, we call it primal code. So if you
have a creation story, you have a creed,
79
00:06:16.980 --> 00:06:22.600
you have icons, you have rituals, you
have uh special words, a lexicon, their
80
00:06:22.600 --> 00:06:27.950
sacred words, you have non believers
and you have a leader. And when you
81
00:06:27.950 --> 00:06:32.560
pull these seven things together in a
storyline, what we call a strategic
82
00:06:32.560 --> 00:06:39.670
brand narrative, you ping not only as
it happens, not only the rational parts
83
00:06:39.670 --> 00:06:44.880
of our brains that make help things
make sense, but also the emotional
84
00:06:44.880 --> 00:06:51.830
parts of our brains that we are that
draws us to you and when all these
85
00:06:51.830 --> 00:06:55.770
things are pulled together, you do
create a belief system and a system of
86
00:06:55.770 --> 00:07:02.110
belief in that people not only on the
outside customer facing share, but also
87
00:07:02.110 --> 00:07:06.220
hopefully people on the inside because
if the people inside your company don't
88
00:07:06.220 --> 00:07:09.540
believe in what they're doing there,
you're certainly not going to be able
89
00:07:09.540 --> 00:07:14.770
to sell people on the outside. So you
pull these things together and uh you
90
00:07:14.770 --> 00:07:18.660
attract into a belief system and you
attract others who share your beliefs
91
00:07:19.140 --> 00:07:23.860
and that can be two people or it could
be too billion people.
92
00:07:25.140 --> 00:07:29.880
So it all comes down to the beliefs
which to me is almost summarized in the
93
00:07:29.880 --> 00:07:33.570
creed, which you have, the creed is
something like what I would I think
94
00:07:33.570 --> 00:07:36.380
that most people would call like the
mission what you're trying to
95
00:07:36.380 --> 00:07:39.970
accomplish. Not necessarily like a b
hag, but what do you want to see
96
00:07:39.970 --> 00:07:43.210
different in the world? Kind of a thing.
And a lot of companies have missions,
97
00:07:43.210 --> 00:07:46.650
but not very strong ones. I don't think
it's the mission. It's the the mission
98
00:07:46.650 --> 00:07:50.370
is like what we're trying to set out to
do. And the creed is more this is the
99
00:07:50.370 --> 00:07:54.130
thing that rallies us around that
mission, but it's it's just doing its
100
00:07:54.130 --> 00:07:58.540
think different, it's the ultimate
driving machine. It was the old ups
101
00:07:58.540 --> 00:08:02.560
thing if we build the tightest ship in
the shipping business or have the type
102
00:08:02.560 --> 00:08:07.170
of ship in the shipping business, which
was reflective in that and spoke now
103
00:08:07.170 --> 00:08:11.090
it's an old campaign engaging myself
immediately. But anyway, the it was
104
00:08:11.100 --> 00:08:16.360
instrumental in that time for ups that
with the tightest ship in the shipping
105
00:08:16.360 --> 00:08:20.850
business because it told the customers
that they had their stuff together,
106
00:08:20.860 --> 00:08:25.950
they're shipped together. And but it
was reflexive because that also they
107
00:08:25.960 --> 00:08:31.330
they did not have their ship together.
And at that point in time ups knew that
108
00:08:31.330 --> 00:08:38.450
if they wanted to be the global
logistics supply chain provider, they
109
00:08:38.450 --> 00:08:44.110
needed to have their ship together, get
their ship together. And so it was so
110
00:08:44.110 --> 00:08:48.250
the employees were hearing this at the
same time and it rallied everyone
111
00:08:48.250 --> 00:08:52.770
around a tent pole. That's interesting.
So it's very much a rallying cry that
112
00:08:52.770 --> 00:08:56.420
everybody behind, not only internally
externally, but it's important for
113
00:08:56.420 --> 00:09:00.440
people to know, here's why we're here,
here's how we started, here's why we're
114
00:09:00.440 --> 00:09:04.430
here, how, why we come to work in the
morning. These are the things that
115
00:09:04.440 --> 00:09:10.700
people that identify us, whether it's
quick service or brown truck, and here
116
00:09:10.700 --> 00:09:14.610
are the things that we do, the
processes that we have that make us
117
00:09:14.610 --> 00:09:18.860
unique and special. Here are the words
that we use to describe all of this,
118
00:09:18.870 --> 00:09:24.170
which are unique and special. And
usually, and then here's what we're not
119
00:09:24.170 --> 00:09:28.440
never want to become, which is a
critically important. And then and then
120
00:09:28.440 --> 00:09:33.750
here's here's the leader, here's who's
leading the way and who is usually the
121
00:09:33.750 --> 00:09:38.490
person who set out against all odds in
order to recreate the world according
122
00:09:38.490 --> 00:09:41.790
to their own point of view. And so
that's Henry ford, that's thomas.
123
00:09:41.790 --> 00:09:48.640
Edison, That's steve jobs, that's, you
know, and Jeff Bezos and so the once
124
00:09:48.640 --> 00:09:52.520
you pull all those together into a
narrative into a story, once you
125
00:09:52.520 --> 00:09:56.700
identify them, excuse me, that's their
first step is to deconstruct them and
126
00:09:56.700 --> 00:10:00.770
make sure to deconstruct the brand and
make sure that they have all of these
127
00:10:00.770 --> 00:10:05.440
pieces in place, then we distribute
them across social digital and
128
00:10:05.440 --> 00:10:11.930
traditional media, so that customers
and people inside understand who we are
129
00:10:11.930 --> 00:10:12.960
and what we're about.
130
00:10:14.240 --> 00:10:18.910
It sounds a lot like Simon cynics, the
golden circles with y in the middle at
131
00:10:18.910 --> 00:10:23.130
the creed and the Y are essentially
that same answer except the Y. Is just
132
00:10:23.130 --> 00:10:27.710
the creed. Yeah, yeah, yeah. And there
are six other pieces Simon doesn't talk
133
00:10:27.710 --> 00:10:31.060
about but we do. What are those six
other pieces?
134
00:10:33.180 --> 00:10:38.370
The creed is the why the creation story.
Okay, so it's the primal code. It's the
135
00:10:38.370 --> 00:10:43.670
primal code. Creation story, created
icons, rituals, lexicon or sacred words,
136
00:10:43.680 --> 00:10:46.560
pagans, non believers and leader.
137
00:10:48.540 --> 00:10:52.700
That makes sense. What are some of the
exercises you walk through to help
138
00:10:52.700 --> 00:10:57.010
customers find a strong creed when
there's not one that's just evident.
139
00:10:57.020 --> 00:10:59.990
There's not a great creation story,
It's like the creation stories we
140
00:10:59.990 --> 00:11:03.430
wanted to make money and it's just this
opportunity came and we started making
141
00:11:03.430 --> 00:11:06.990
money business to start like that. It
was an opportunity we saw and did it
142
00:11:06.990 --> 00:11:10.560
and now it's evolved to be something
big. But our brand needs some help.
143
00:11:11.040 --> 00:11:15.780
Well the you hit it on the head because
that's the hardest one to come up with
144
00:11:15.790 --> 00:11:20.550
I think. And that's why. So I'm in the
why and the why is sometimes
145
00:11:20.550 --> 00:11:25.130
unexplainable, inexplicable and very
difficult to come up with. And then
146
00:11:25.130 --> 00:11:31.030
what do you do with it once you figure
it out? And so the we do a lot of work
147
00:11:31.030 --> 00:11:34.770
with people who have explored the y in
great detail but don't know what else
148
00:11:34.770 --> 00:11:38.980
to do now. And so the things that yeah,
we were with one group of people at
149
00:11:38.980 --> 00:11:42.460
Microsoft, they created a billion
dollar enterprise was already
150
00:11:42.460 --> 00:11:45.960
successful. We spent the next three
hours discussing why they came into
151
00:11:45.960 --> 00:11:50.810
work in the morning and it's very and
even then it was a little bit up to
152
00:11:50.810 --> 00:11:57.420
question but the create is it's not the
mission. Sometimes it becomes the
153
00:11:57.420 --> 00:12:04.580
tagline. Usually it's something that's
been winnowed down or whittled down by
154
00:12:04.580 --> 00:12:11.310
generations of copywriters whose job
it's been, it has been to really
155
00:12:11.310 --> 00:12:16.300
condense it down into a couple of words.
Sometimes it's one word. H. P. S. Word
156
00:12:16.300 --> 00:12:20.350
for a while was invented. So when you
were driving onto the campus at HP
157
00:12:20.350 --> 00:12:24.300
every morning you knew why you were
their think different same thing. It
158
00:12:24.300 --> 00:12:29.710
really coalesced the Apple's reason for
being at that time. And so they're
159
00:12:29.710 --> 00:12:33.530
getting it down to one or two words or
five words or whatever. It is, a very
160
00:12:33.530 --> 00:12:38.470
difficult and painstaking process and
sometimes you need real professionals
161
00:12:38.470 --> 00:12:45.340
to get to that. But I should point out
that none of this costs any money to do.
162
00:12:45.350 --> 00:12:49.500
There was a great example, I was
speaking to a president before the book
163
00:12:49.500 --> 00:12:55.060
came out in 2000. This is by the way,
the 20th 20th anniversary of when I
164
00:12:55.240 --> 00:12:59.970
Came up with primal code, primal
branding back in 2001 in the summer of
165
00:12:59.970 --> 00:13:05.740
2001 and just real quick I was I
perfected it during or whatever thought
166
00:13:05.740 --> 00:13:11.420
of it during june july august I didn't
do anything because I was Living in
167
00:13:11.420 --> 00:13:15.370
Connecticut at the time and no one does
anything in New York during the month
168
00:13:15.370 --> 00:13:20.590
of August except go to the shore and I
made a few appointments for September
169
00:13:20.600 --> 00:13:26.480
and then September 11 happened And in
2001 and nobody really cared about a
170
00:13:26.480 --> 00:13:31.340
new branding idea at that time. And so
I just put it on the back burner and
171
00:13:31.340 --> 00:13:37.180
got busy like everyone else. And I gave
a speech about it one time and and
172
00:13:37.180 --> 00:13:41.410
someone induced me to go find an agent
and get the book written. So anyway, I
173
00:13:41.410 --> 00:13:45.240
used to talk though, it used to be a
subject that I would talk about it when
174
00:13:45.240 --> 00:13:49.360
I was invited to give a speech. And so
I was talking to a president's circle,
175
00:13:49.840 --> 00:13:56.760
a group of people. And when one of the
guys heard that, oh you can use these
176
00:13:56.770 --> 00:14:01.060
pieces of primal code to create culture
inside of the organization. He
177
00:14:01.060 --> 00:14:04.830
immediately went back to the office and
wrote down his creation stories, create
178
00:14:04.830 --> 00:14:09.580
his icons when his rituals were with
their special language was I think he
179
00:14:09.580 --> 00:14:14.050
came up with some additional rituals at
the time, but he wasn't and They didn't
180
00:14:14.050 --> 00:14:17.260
want to become what they didn't want to
become. And he of course was the leader
181
00:14:17.270 --> 00:14:24.970
was a tech company. They were worth
about $2 million. Two or $3 million He
182
00:14:24.970 --> 00:14:30.650
built it into uh, $12 million dollar
organization, at which point he sold it
183
00:14:32.040 --> 00:14:38.420
and to some people. But he kept his
stock and so nine months later the
184
00:14:38.420 --> 00:14:43.420
people who sold it to so flipped it and
sold it again for 100 and $50 million
185
00:14:43.420 --> 00:14:46.580
because the people who bought it said
they could not recreate the college
186
00:14:46.590 --> 00:14:51.190
that organization had and there's a
case study right of B two B tech
187
00:14:51.190 --> 00:14:56.290
company and uh, how primal works and it
didn't cost them anything to do. Just
188
00:14:56.300 --> 00:15:00.940
like I said earlier, they instituted a
couple of new rituals and like beer
189
00:15:00.940 --> 00:15:04.290
varieties or something like that. And
went on from there. Another word for
190
00:15:04.290 --> 00:15:09.310
ritual by the way is process. So the,
we had another case in point where we
191
00:15:09.310 --> 00:15:14.160
worked with a Conservancy in kenya
called Nebo show and help them
192
00:15:14.640 --> 00:15:18.910
straighten out their code and tell
their story and there was, and is no
193
00:15:18.910 --> 00:15:25.830
marketing person there and we won the
in 2016 a few years ago now the gold
194
00:15:25.830 --> 00:15:32.760
award for Ecotourism for Africa for the
continent of Africa with zero budget,
195
00:15:33.640 --> 00:15:38.760
nothing. And so against all the hotels,
all the tourism boards of all the
196
00:15:38.760 --> 00:15:44.110
countries, all the airlines, of all the
countries and anyone else involved,
197
00:15:44.120 --> 00:15:50.020
it's really about storytelling and the,
as is probably obvious by now. But the
198
00:15:50.030 --> 00:15:54.640
thing is that from the moment we're
born, we're told stories were told that
199
00:15:54.640 --> 00:15:59.000
we're a boy or a girl. we belong in
this family, here's your room, we're in
200
00:15:59.000 --> 00:16:05.000
this neighborhood, this city, this
state, this country, this planet and
201
00:16:05.000 --> 00:16:08.410
we're told, we're going to school or
whatever as we grow older, we're told
202
00:16:08.410 --> 00:16:12.080
what we're good at, what we're bad at
and we start to wrap all of these
203
00:16:12.080 --> 00:16:16.190
stories around us. And then of course
at some point in time we might discover
204
00:16:16.190 --> 00:16:20.250
that some of these stories we've been
told are not true or they can be
205
00:16:20.260 --> 00:16:26.830
rewritten or we tear them up or want to
tear them up. And so we do the same
206
00:16:26.830 --> 00:16:32.180
thing with products. We give them a
story and that story maybe
207
00:16:33.240 --> 00:16:37.420
believable or not believable or people
might believe it or tend not to believe
208
00:16:37.420 --> 00:16:41.860
it. And what's happening now in
marketing is that people don't believe
209
00:16:41.860 --> 00:16:47.410
us. They don't believe marketing,
communications or advertising, 90
210
00:16:47.410 --> 00:16:52.680
80-90% of people think it's a lie And
what we tell them is a lie. But they 80,
211
00:16:53.440 --> 00:16:56.990
also believe, do believe what their
parents tell them about a product or
212
00:16:56.990 --> 00:17:03.050
service and that's where getting the
stars and so forth and testimonials and
213
00:17:03.050 --> 00:17:07.300
consumer reviews has become so
important. I used to write Super Bowl
214
00:17:07.300 --> 00:17:12.260
commercials and These days I would
suggest that you should take your $2
215
00:17:12.260 --> 00:17:16.630
million dollars and invested in getting
another star or getting some more
216
00:17:16.630 --> 00:17:20.589
community consumer reviews and get your
ratings up because that would probably
217
00:17:20.589 --> 00:17:25.619
be more effective out there in the
marketplace aside from the seats that
218
00:17:25.619 --> 00:17:30.700
you might be getting at the Super Bowl,
you, you mentioned before that there
219
00:17:30.700 --> 00:17:35.270
were some exercises, you take customers
through to help find beliefs, help find
220
00:17:35.280 --> 00:17:40.440
why and they're not the full process
and it takes exercises alone, don't
221
00:17:40.440 --> 00:17:43.570
give you the answer. But what are some
of those exercises you've used that
222
00:17:43.570 --> 00:17:49.040
have been helpful to your, we go back
when someone has been really, we use
223
00:17:49.040 --> 00:17:53.030
non believers a lot. When someone, when
a company is stuck, it could be a
224
00:17:53.030 --> 00:17:57.630
startup, that stock or it could be a
company that's 100 years old and
225
00:17:57.630 --> 00:18:02.510
they're trying to find, become relevant
to a new marketplace like gen Z or
226
00:18:02.510 --> 00:18:07.580
something, millennials or whatever. And
or it could be just, the product is no
227
00:18:07.580 --> 00:18:15.270
longer relevant. And so the, we go back
and we find out, help them figure out
228
00:18:16.040 --> 00:18:21.120
well, how about this? And they go, no,
we don't want to do that. And so, well,
229
00:18:21.120 --> 00:18:26.420
how about this? No, I don't think so.
And so how about this? Maybe? And so we
230
00:18:26.430 --> 00:18:32.160
work them backwards into a space where
it might be a corner, but at least it's
231
00:18:32.160 --> 00:18:36.630
a starting point becomes a starting
point for, okay, you do like this. You
232
00:18:36.630 --> 00:18:40.570
do want to go there. And so then we
build from that. Another thing is just
233
00:18:40.570 --> 00:18:45.240
going back to in their history, going
back and figuring out their original
234
00:18:45.240 --> 00:18:49.070
reason for being, why did they exist?
What was the point of difference back
235
00:18:49.070 --> 00:18:49.560
then?
236
00:18:50.740 --> 00:18:58.900
And sometimes it's very functional but
it became their reason for being and
237
00:18:58.900 --> 00:19:02.810
hey, by the way that's the reason for
being still applies. A great example of
238
00:19:02.810 --> 00:19:08.020
that is Motorola, which they used to
build radios and then they stopped
239
00:19:08.020 --> 00:19:11.980
building radios and then cell phones
came along and by the way a cellphone,
240
00:19:11.980 --> 00:19:19.400
mobile phone is a radio and so that
gave them the credibility to go back
241
00:19:19.400 --> 00:19:24.870
and build little radios, make cell
phones, make mobile phones. And so
242
00:19:24.880 --> 00:19:29.610
sometimes that's where it is for HP was
they started out winding coils
243
00:19:29.620 --> 00:19:32.960
something you have me thinking a lot
about as I was reading the book was the
244
00:19:32.960 --> 00:19:38.100
idea around pagans and non believers
almost fine for a lot of story creation
245
00:19:38.110 --> 00:19:43.080
like defining the anti eyes almost
helps to find what you stand for. I
246
00:19:43.080 --> 00:19:46.410
think you said it a moment ago and even
finding your creed by defining the
247
00:19:46.410 --> 00:19:50.740
nonbelievers, sometimes you can find
the creed. What do you feel like it
248
00:19:50.740 --> 00:19:54.840
fits in an idea on the table? I think
been made popular though he didn't
249
00:19:54.840 --> 00:19:58.370
invent it was Donald miller about
having a villain in this story. Is it
250
00:19:58.370 --> 00:20:04.400
better to find maybe a competitor or
maybe an idea that your competitor
251
00:20:04.400 --> 00:20:08.180
stands for to villainize? How do you go
about looking for the non believers of
252
00:20:08.180 --> 00:20:12.200
the villain or things to stand well
having a villain. Yeah. Donald
253
00:20:12.200 --> 00:20:18.160
certainly didn't invent it. The, having
the villain is crucial in terms of
254
00:20:18.740 --> 00:20:24.740
building drama and having something to
stand against planting your flag. And
255
00:20:24.740 --> 00:20:31.470
so the but we have found more positive
things regarding the villain. In other
256
00:20:31.470 --> 00:20:36.420
words, if you can identify a group of
people who can't have sugar, you can
257
00:20:36.420 --> 00:20:40.580
invent sugar free, create that. If you
can identify a group of people who
258
00:20:40.580 --> 00:20:46.490
don't want to eat meat, you can create
new food stuffs and new food sources.
259
00:20:46.490 --> 00:20:52.920
Even hashtag quinoa, if you can invent
or create, identify a group of people
260
00:20:52.920 --> 00:20:58.750
who don't want to drive gas guzzling
SUVs, you can create new kinds of cars
261
00:20:58.750 --> 00:21:03.900
and new kinds of energy and so on from
there totally new ecosystems. So that's
262
00:21:03.900 --> 00:21:11.420
a blue ocean approach to it. We've also,
we have used it to help people find
263
00:21:11.420 --> 00:21:15.270
their way back strategically to find
their way back to being becoming
264
00:21:15.270 --> 00:21:16.550
relevant all over again.
265
00:21:19.740 --> 00:21:23.560
I find that the leader can be a
difficult thing sometimes to deal with
266
00:21:23.560 --> 00:21:28.190
when looking at a brand. How critical
is a leader to the primal code and can
267
00:21:28.190 --> 00:21:30.560
you have a strong brand without having
a strong leader,
268
00:21:32.040 --> 00:21:37.260
You can have a strong brand I think,
but it's more difficult. Certainly
269
00:21:37.260 --> 00:21:43.600
there are the front page headline
driving leaders, bas osas and Elon musk
270
00:21:43.600 --> 00:21:47.940
and Oprah Winfrey and Jack Welch when
he was still around and other people
271
00:21:47.940 --> 00:21:54.050
like that. But you'll notice that
without strong leadership, some of
272
00:21:54.050 --> 00:22:01.960
those companies like IBM for example,
tend to recede in lieu of those people
273
00:22:01.960 --> 00:22:06.790
who are out in front. And so I think
it's important, it's tricky these days
274
00:22:06.790 --> 00:22:11.670
because some leaders, if you're, some
leaders come out of the sales
275
00:22:11.670 --> 00:22:15.000
department where they are very
gregarious and they're talkative and
276
00:22:15.000 --> 00:22:18.380
don't mind being in front of the camera.
There are other people just because of
277
00:22:18.380 --> 00:22:22.280
the state of things in the state of
investment in technology who are former
278
00:22:22.280 --> 00:22:28.640
C. I. O. S. Or C. Fos, who are not as
gregarious or talkative or, and more
279
00:22:28.640 --> 00:22:33.090
shy reclusive. That does not
necessarily help the organization, I
280
00:22:33.090 --> 00:22:39.850
would say. And so, uh, the thing that
we tend to ask people to do, even if
281
00:22:39.850 --> 00:22:45.800
they are not the leader is to, in other
words, you're the marketing manager or
282
00:22:45.800 --> 00:22:50.670
your head of sales or something is to
promote your own brand,
283
00:22:51.940 --> 00:22:56.350
go out there and get your own personal
brand, yes, and go out there, get the
284
00:22:56.350 --> 00:23:01.340
photos, take, do some talks, write some
articles, write some blogs, whatever do
285
00:23:01.340 --> 00:23:07.430
some blogs, whatever it is that you can
help support you in your career because
286
00:23:07.440 --> 00:23:12.120
people don't stay at the same job for
30 years anymore. And ultimately, we
287
00:23:12.120 --> 00:23:17.720
just saw that recently how companies
determine who's who's vital and who's
288
00:23:17.720 --> 00:23:24.450
not, who's expendable. And so the
ultimate goal is to not is to shape
289
00:23:24.450 --> 00:23:25.270
your own future.
290
00:23:27.140 --> 00:23:31.110
So that makes a lot of sense. Makes a
lot of sense for a personal brand and
291
00:23:31.110 --> 00:23:35.370
you are the leader of your own personal
brand when it comes to a company, would
292
00:23:35.370 --> 00:23:39.120
you say it's safer to diversify by
maybe bringing up a number of thought
293
00:23:39.120 --> 00:23:42.510
leaders, some people call them
personalities, but essentially your
294
00:23:42.510 --> 00:23:47.600
faces of the company or is it better to
hunt and groom and find the one that
295
00:23:47.600 --> 00:23:52.540
might be the ceo, it might be your key
subject matter expert. Yeah, I think
296
00:23:52.540 --> 00:23:56.420
that depends totally on what industry
you're in, what category you're in. But
297
00:23:56.420 --> 00:24:00.490
I think that and what your culture,
there are two, several people, I think
298
00:24:00.490 --> 00:24:05.460
that I'm not gonna point out, I'm not
gonna name names but that they have
299
00:24:05.470 --> 00:24:10.410
totally promoted themselves and built
their own personal brand while being at
300
00:24:10.410 --> 00:24:16.570
large organizations and and they did
exactly what I just described. And so I
301
00:24:16.570 --> 00:24:22.260
think that sometimes helps the
organization sometimes is despite the
302
00:24:22.260 --> 00:24:27.060
organization, but I think it's
incredibly necessary in today's world.
303
00:24:28.640 --> 00:24:31.640
That's fantastic. And we do that a lot
with sweet fish and it's something,
304
00:24:31.640 --> 00:24:35.860
it's certainly an idea. We promote a
lot is building employees brands out
305
00:24:36.740 --> 00:24:40.660
and I think that your, your
organization is better for it as long
306
00:24:40.660 --> 00:24:44.740
as that person is that your
organization organization and that
307
00:24:44.750 --> 00:24:50.030
certainly we looked at places like
google for their X for example, for
308
00:24:50.030 --> 00:24:54.740
their expertise and having a laundry
list of great people who are working
309
00:24:54.740 --> 00:25:01.410
there or facebook or amazon or anyplace
else. And so the, the aggregation of
310
00:25:01.420 --> 00:25:05.650
terrific people who have thoughts, who
have ideas sparks the entire
311
00:25:05.650 --> 00:25:11.580
organization, I think so I think it's
organizationally fundamental at this
312
00:25:11.580 --> 00:25:19.230
point in time to think about the
grooming and um thought leadership that
313
00:25:19.230 --> 00:25:22.300
your organization provides and that's
what we're talking about really is
314
00:25:22.300 --> 00:25:27.120
thought leadership. Thought leaders.
And so it's it's good for the
315
00:25:27.120 --> 00:25:30.580
organization as a whole. I think it
revs everyone up, look at someone like
316
00:25:30.580 --> 00:25:36.560
Virgil Ablow who just died last week,
unfortunately who has went to joint
317
00:25:36.940 --> 00:25:41.660
building um age. And I think that he
helped spark the whole organization.
318
00:25:41.660 --> 00:25:47.040
And I think that with his passing, you
can see that people are a week later
319
00:25:47.050 --> 00:25:52.380
people are still talking about it and
what he did, even though he was not out
320
00:25:52.380 --> 00:25:56.590
in front all the time and some people
may not even know who he is or what he
321
00:25:56.590 --> 00:25:58.150
accomplished. But yeah,
322
00:26:00.640 --> 00:26:05.090
let's talk about rituals. You define a
ritual as possibly a problem. It could
323
00:26:05.090 --> 00:26:07.880
just be a process, but it's something
that's happening habitually, it's
324
00:26:07.880 --> 00:26:11.090
something that's going on over and over
again with beginning to identify
325
00:26:11.090 --> 00:26:15.730
rituals that could be part of a greater
part of the story and a part of the
326
00:26:15.730 --> 00:26:20.720
brand. Do you look for processes that
already exist that you can then brand
327
00:26:20.730 --> 00:26:25.080
or do you try to invent them or even
try to map the brand onto maybe habits,
328
00:26:25.080 --> 00:26:29.140
your, your ideal buyer's already, first
of all rituals are repeated
329
00:26:29.150 --> 00:26:33.760
interactions or engagements that we
have either internally or externally.
330
00:26:33.770 --> 00:26:37.500
So when they're internally their
processes, if they're externally, it's
331
00:26:37.500 --> 00:26:42.670
you X user experience customer
experiences. And so the we want those
332
00:26:42.670 --> 00:26:47.830
to be positive, right? Because every
contact point that our customer has
333
00:26:47.830 --> 00:26:53.980
with us, we want to be positive. And
just imagine all the marketing efforts
334
00:26:53.990 --> 00:26:59.810
that have been spoiled because someone
visitors visits our office and the
335
00:26:59.810 --> 00:27:04.050
receptionist is having a bad cancels
out every positive thing that all this
336
00:27:04.060 --> 00:27:08.520
grooming that you've done out there in
terms of your brand and brand messaging.
337
00:27:08.530 --> 00:27:12.870
But anyway, the and same as they get
someone on the phone who's rude or is
338
00:27:12.870 --> 00:27:18.440
having a bad day. So you want your
rituals to be positive. What I usually
339
00:27:18.440 --> 00:27:22.670
do at this point in time, If I'm
standing in front of our a group of
340
00:27:22.670 --> 00:27:30.370
people is I call you line. Your line is
a for those who don't know, they sell
341
00:27:30.380 --> 00:27:37.420
waste baskets and mops and packing tape
and the rudiments of the supply room
342
00:27:37.430 --> 00:27:43.690
basically. And If once you call you
line you get someone on the phone and
343
00:27:43.690 --> 00:27:46.860
you can order something within 60
seconds.
344
00:27:48.440 --> 00:27:52.090
A real human being gets on the phone
and you can order something within 60
345
00:27:52.090 --> 00:27:57.770
seconds and you hang up and you think
to yourself, it occurs to you, why
346
00:27:57.770 --> 00:28:03.270
can't the credit card companies do that?
Why can't the banks do that? Why can't
347
00:28:03.280 --> 00:28:08.200
the airlines do that because and once
upon, once I gave that example and I
348
00:28:08.200 --> 00:28:12.120
actually called you line, we ordered
something within 60 seconds, less than
349
00:28:12.120 --> 00:28:17.160
60 seconds And someone in the crowd
rattled off all the systems that needed
350
00:28:17.160 --> 00:28:21.020
to be in place in order for the line to
do that. And there were four or five
351
00:28:21.030 --> 00:28:25.210
unique things but the, but still
they're also, it's all available. You
352
00:28:25.210 --> 00:28:26.770
just have to link it all together.
353
00:28:28.440 --> 00:28:34.660
So that's rituals and so the rituals
are important because you want those
354
00:28:34.670 --> 00:28:39.480
interactions to be positive and you
want to remove in Silicon Valley, we
355
00:28:39.480 --> 00:28:43.020
talk about, we want to want to remove
the pain points and when we're building
356
00:28:43.020 --> 00:28:47.970
apps and so forth. And so it's really a
process of removing all the pain points
357
00:28:47.970 --> 00:28:49.260
to create that
358
00:28:50.440 --> 00:28:55.600
very positive because we're going for
user reviews and we're going for user
359
00:28:55.600 --> 00:28:59.930
stars and get those removed the pain
points. So we get as as positive an
360
00:28:59.930 --> 00:29:05.700
experience as possible. And you saw the
thing here is to go through rituals are
361
00:29:05.700 --> 00:29:08.590
not only the repeated interactions but
there are also the things that we
362
00:29:08.590 --> 00:29:12.030
celebrate just in the world. The
holidays are coming up here as we're
363
00:29:12.030 --> 00:29:16.390
recording this and people are going
crazy not only about buying gifts and
364
00:29:16.390 --> 00:29:20.320
so forth, but we're coming up with
celebrations almost universally across
365
00:29:20.330 --> 00:29:24.980
around the world china will have its
New year and India's just had Diwali
366
00:29:24.990 --> 00:29:30.500
and so forth. These are human things
and we want to celebrate things. We
367
00:29:30.500 --> 00:29:35.480
have a need to celebrate things and we
were trying to motivate employees
368
00:29:35.490 --> 00:29:40.970
celebrating their piques. Hopefully not
valleys celebrating their
369
00:29:40.970 --> 00:29:46.370
accomplishments is germane to building
employee morale and feeling people
370
00:29:46.380 --> 00:29:51.430
helping people feel that they are, that
their work is valuable and meaningful
371
00:29:51.440 --> 00:29:55.400
and that they are contributing
something so that have more incentive
372
00:29:55.400 --> 00:29:57.860
or motivated to move forward
373
00:29:59.060 --> 00:30:01.360
and coming to work in the morning and
not quit this week
374
00:30:03.440 --> 00:30:04.160
water rate.
375
00:30:08.140 --> 00:30:14.050
Do you find that when you're looking at
a ritual and improving maybe something
376
00:30:14.050 --> 00:30:18.660
external to us that you're trying to
map it back or try to find ways to map
377
00:30:18.660 --> 00:30:23.440
it back to the creed and maps some of
your interesting beliefs. It's not only
378
00:30:23.440 --> 00:30:28.130
how can we make the user experience
good, it's how do we make weird as in
379
00:30:28.230 --> 00:30:33.730
it aligns with how we perceive things.
It aligns with our creed. So are pagans
380
00:30:33.730 --> 00:30:37.330
would not like this ritual because it
doesn't, they don't believe what we
381
00:30:37.330 --> 00:30:42.180
believe. So our rituals might be a
little different. Sorry there trying to
382
00:30:42.180 --> 00:30:47.280
pull it off the Yes, absolutely.
Everything is what we're trying to do
383
00:30:47.280 --> 00:30:51.090
here is we're trying to take something
that is meaningless, basically
384
00:30:51.100 --> 00:30:56.770
meaningless in trying to make it
meaningful. Each piece of primal code.
385
00:30:58.440 --> 00:31:03.840
Whether it's the created creation story,
icons, rituals lexicon nonbelievers or
386
00:31:03.840 --> 00:31:06.860
leader is trying to make this
387
00:31:07.940 --> 00:31:13.160
person place or thing more meaningful
to people. And so
388
00:31:14.440 --> 00:31:19.580
we are trying to do things that when we
put the code in place. Each piece of
389
00:31:19.580 --> 00:31:23.980
code is going to be unique and
differentiating. First of all, some
390
00:31:23.980 --> 00:31:27.700
things might be similar. We still have
a coffee shop and there are 1000 other
391
00:31:27.700 --> 00:31:32.350
coffee coffee shops but we're trying to
build in things that make us unique
392
00:31:32.630 --> 00:31:37.980
even if it's just the people behind the
counter. And so the once we accomplish
393
00:31:37.980 --> 00:31:42.770
that, so it's incremental. These
successes are incremental, the points
394
00:31:42.770 --> 00:31:47.910
of differentiation are incremental. All
of these pieces are unique and they can
395
00:31:47.910 --> 00:31:52.720
be incremental and we're making
improvements and moving things because
396
00:31:52.720 --> 00:31:56.590
we live in moments today, we want to
make those moments positive and we make
397
00:31:56.600 --> 00:32:02.840
one so we do things incrementally and
each increment really counts, whereas
398
00:32:02.850 --> 00:32:07.230
in previous times it may not have
counted. So when we're online we want
399
00:32:07.230 --> 00:32:10.220
to have positive experiences and we
want to repeat those positive
400
00:32:10.220 --> 00:32:15.450
experiences and those celebrations in
real life too. So when we're going I. R.
401
00:32:15.450 --> 00:32:22.620
L. We want to those that experience to
mimic what's happening online and vice
402
00:32:22.620 --> 00:32:23.170
versa,
403
00:32:25.340 --> 00:32:26.660
Especially in B two B.
404
00:32:27.740 --> 00:32:32.340
When I think about brands, everybody
can have a logo, let's say Hyatt Hotels
405
00:32:32.340 --> 00:32:37.810
has a logo, but there's nothing you
don't really expect. It doesn't really
406
00:32:37.810 --> 00:32:40.680
mean anything beyond the fact that it
stands for that company versus a
407
00:32:40.680 --> 00:32:44.410
different hotel. In fact, most hotels
don't really have strong brand, you can
408
00:32:44.410 --> 00:32:47.820
swap their logos back and forth on the
buildings and most people wouldn't be
409
00:32:47.820 --> 00:32:51.850
able to tell one from the other. I
think the idea behind it is that the
410
00:32:52.340 --> 00:32:55.790
creed and the things that make the
brand really different is what makes
411
00:32:55.790 --> 00:33:00.250
the brand rather than a nice looking
building with a nice looking logo. I
412
00:33:00.250 --> 00:33:04.240
think it's the total experience. Yeah,
right. There are a zillion hotels that
413
00:33:04.240 --> 00:33:08.250
mean nothing to us. But if you go to a
W or you go to a four seasons or you
414
00:33:08.250 --> 00:33:13.160
could go to other some other special
hotels, let's say where they do pay
415
00:33:13.160 --> 00:33:16.060
attention to these things and they do
416
00:33:18.440 --> 00:33:19.790
create moments
417
00:33:20.940 --> 00:33:25.660
that are special. Whether I still
remember when it's just flashed on me
418
00:33:25.660 --> 00:33:31.020
as we were getting out of the car at
the W Hotel in Beverly Hills and the
419
00:33:31.020 --> 00:33:36.670
guy said, open the door to the car and
he said, hello Mr Krauser. Mr Krauser
420
00:33:36.670 --> 00:33:39.360
had not been at the W hotel in three
years,
421
00:33:41.240 --> 00:33:47.130
so that's the level of service that's
provided the W hotel. And if you look
422
00:33:47.130 --> 00:33:53.520
at that meaningless moment really, it's
meaningless to me anyway, and and but
423
00:33:53.520 --> 00:33:57.700
very meaningful to him and you add all
those together times, all of the people
424
00:33:57.700 --> 00:34:01.270
that go to W hotels that you can
probably look forward to. A very
425
00:34:01.740 --> 00:34:03.270
pleasant experience there.
426
00:34:06.140 --> 00:34:09.690
To wrap up the interview. I'd love to
ask like when people are working on
427
00:34:09.690 --> 00:34:13.060
building a primal brand for their
company,
428
00:34:14.139 --> 00:34:19.340
what are some usual hang ups, they get
on like things that throw them off from
429
00:34:19.340 --> 00:34:23.350
being able to develop a strong primal
brand. Can we talk about first steps?
430
00:34:23.840 --> 00:34:28.070
The because I think the first steps are
important because this is a systematic
431
00:34:28.070 --> 00:34:33.300
approach to building a brand and and
it's you're really building the root
432
00:34:33.300 --> 00:34:37.980
code for authentic brands when you do
this, but you need to deconstruct the
433
00:34:37.980 --> 00:34:42.120
brand into its seven pieces, the
creation story that created the icons,
434
00:34:42.120 --> 00:34:47.510
the rituals, the lexicon, non believers
and leader and identify okay, things
435
00:34:47.510 --> 00:34:51.719
that you have in place in things where
there might be gaps. A lot of times
436
00:34:51.719 --> 00:34:55.250
there are gaps if you're a startup, so
you have to fill it in if you're 100
437
00:34:55.250 --> 00:35:00.410
year old brand or company, you may have
some things, but they've grown rusty
438
00:35:00.420 --> 00:35:05.760
over time. And that's what how brands
grow stale, That's how you become Sears.
439
00:35:06.240 --> 00:35:11.330
And so the thing that you want to do is
you have to refresh them and by the way,
440
00:35:11.330 --> 00:35:15.550
it's not enough along with that growing
stale piece, it's not enough to just
441
00:35:15.550 --> 00:35:21.020
identify them, but you really do have
to reinvigorate them or re in re
442
00:35:21.020 --> 00:35:27.510
energize them over time. You can't just
let them stay follow like that.
443
00:35:27.520 --> 00:35:32.760
Remember that Yes, the creation story
is the creation story, but the next
444
00:35:33.940 --> 00:35:39.490
goal or objective is how do you
distribute them across social digital
445
00:35:39.500 --> 00:35:46.060
and traditional media and facebook's
creation story became a movie, social
446
00:35:46.060 --> 00:35:54.630
network beats by dre became a piece on
netflix called the defiant ones about
447
00:35:54.630 --> 00:35:59.060
jimmy, I wien and dr dre Andrew young
and how they
448
00:36:00.230 --> 00:36:04.830
started themselves personally as music
producers and then how that that became
449
00:36:04.830 --> 00:36:08.610
them, ultimately became them joining
together to build beats. One of the few
450
00:36:08.610 --> 00:36:15.100
brands that reached a billion dollars
in three years, you have to go wide and
451
00:36:15.100 --> 00:36:18.620
be unexpected zig when others zag just
like you would in any other
452
00:36:18.630 --> 00:36:23.240
communication strategy and and try to
fill in those blanks and become
453
00:36:23.240 --> 00:36:27.580
relevant and become resident and
energize the organism. All these seven
454
00:36:27.580 --> 00:36:32.720
of these pieces thing together, help
build a belief system so that this is
455
00:36:32.720 --> 00:36:36.430
something that people believe in.
They're motivated. They're energized,
456
00:36:36.440 --> 00:36:42.240
they get excited, they celebrate, they
talk, they tell other people about
457
00:36:42.240 --> 00:36:47.490
where they work and how is it going at
work? Great. Where do you work again?
458
00:36:47.500 --> 00:36:53.160
You tell them and I want to work there
too. And so that's how you are able to
459
00:36:53.160 --> 00:36:59.610
really build something that listen, the
If you're a founder or it's a family
460
00:36:59.610 --> 00:37:05.780
enterprise or something, you will work
there. You know, for 20 years, let's
461
00:37:05.780 --> 00:37:09.460
say at the end of 20 years, you could
either have a company that has a
462
00:37:09.460 --> 00:37:16.440
building and equipment and some
employees and sell it for X. Or during
463
00:37:16.440 --> 00:37:21.020
that same amount of time. You could
have created a brand that also has
464
00:37:21.020 --> 00:37:26.760
building and assets, employees and
employees, but it's worth 10 x. So
465
00:37:26.770 --> 00:37:33.220
which would you rather cash out with X
or 10 x. And we all know that Brain go
466
00:37:33.220 --> 00:37:37.010
for 10 X. They go for um ultimately
might not go for 10 X. But they go for
467
00:37:37.010 --> 00:37:43.170
a multiple many times X. And so that's
a great reason for doing it. The other
468
00:37:43.170 --> 00:37:47.670
reason is of course you get to hire the
people that you want to hire because
469
00:37:47.670 --> 00:37:51.810
they want to come to work to you, they
look for you instead of you having to
470
00:37:51.810 --> 00:37:55.150
go out and seek them out. So there are
other efficiencies that happened along
471
00:37:55.150 --> 00:38:00.810
the way as well. So it just makes life
easier, the long run and it doesn't
472
00:38:00.810 --> 00:38:01.950
have to cost anything.
473
00:38:04.320 --> 00:38:08.840
It's probably the most practical thing
that I I think most people listening to
474
00:38:08.840 --> 00:38:13.520
this can take away. If you take the
primal code and the seven different
475
00:38:13.520 --> 00:38:18.250
elements, you can literally just go one
by one and ask which ones are we
476
00:38:18.250 --> 00:38:22.240
already doing, which ones are we
missing, which ones have gotten rusty
477
00:38:22.250 --> 00:38:25.540
if the audience is listening and if
there's anything you can take away that
478
00:38:25.540 --> 00:38:28.570
is like actionable. That is the one
thing you could probably do this week
479
00:38:28.570 --> 00:38:32.380
with your team and have an
understanding of what you can do next
480
00:38:32.390 --> 00:38:36.160
to improve your brand or at least start
brainstorming on how to improve your
481
00:38:36.160 --> 00:38:41.320
brand to fill in some gaps or refresh
what's been sitting and growing old for
482
00:38:41.320 --> 00:38:41.750
a while
483
00:38:43.020 --> 00:38:48.660
and if you think about Apple Starbucks,
Nike amazon etcetera etcetera every day
484
00:38:48.670 --> 00:38:51.620
if you're an Apple person, you hear
about the phone, you hear about the
485
00:38:51.620 --> 00:38:55.020
stock price, you hear about what tim
Cook's doing, you hear about some other
486
00:38:55.020 --> 00:39:01.330
aspect but what's in the future and you,
so they are pinging, but because it's
487
00:39:01.330 --> 00:39:05.200
the stock price, it's financing because
it's Tim Cook was personal branding,
488
00:39:05.200 --> 00:39:10.050
maybe personality branding, that's I. T.
V. Or something like that, that's or I
489
00:39:10.050 --> 00:39:12.810
cars, I suppose it's the new one,
something else that's happening out
490
00:39:12.810 --> 00:39:18.350
there, they're pinging different parts
of your brain and and it's much
491
00:39:18.350 --> 00:39:21.510
different than the Energizer bunny
which is still saying the same thing
492
00:39:21.510 --> 00:39:28.670
banging the drum 20 years later and I
don't know maybe that may be effective
493
00:39:28.670 --> 00:39:32.640
too, but I certainly prefer to hear
something about apple or amazon than I
494
00:39:32.640 --> 00:39:36.600
do hearing from something from the
Energizer bunny. So Patrick, this has
495
00:39:36.600 --> 00:39:40.270
been fantastic to know about your
primal branding book, I know there was
496
00:39:40.270 --> 00:39:44.280
another book you wanted to talk about
in order to get our audience familiar
497
00:39:44.280 --> 00:39:48.080
with it to, do you want to talk about
that a little bit? Sure, so primal
498
00:39:48.080 --> 00:39:52.340
branding, just so people know is
required reading at Youtube has been
499
00:39:52.340 --> 00:39:57.640
for several years, so when people stars,
celebrities, companies go to youtube
500
00:39:57.640 --> 00:40:00.860
and asked how can we create billion
views and they are sent to primal
501
00:40:00.860 --> 00:40:04.410
branding or at least if they're not
sent to it there, the people had
502
00:40:04.410 --> 00:40:08.680
youtube refer to the principles that
you just, I heard about one of those
503
00:40:08.680 --> 00:40:15.820
people is Darrell leaves at so there's
a culture or a mini tribe of Youtubers
504
00:40:16.610 --> 00:40:20.130
who teach other Youtubers how to use
primal branding. One of those people is
505
00:40:20.130 --> 00:40:24.160
Darrell leaves E v E S. He has a new
book out that just came out called the
506
00:40:24.160 --> 00:40:30.680
Youtube Formula, which I would
recommend to everyone because in here,
507
00:40:30.690 --> 00:40:36.700
Daryl is, I just asked him last the
other day if he was felt he was an
508
00:40:36.700 --> 00:40:40.790
analytics person or a creative person
and he said, well a creative person
509
00:40:40.790 --> 00:40:44.870
because who wouldn't want to be a
creative person rather than an
510
00:40:44.870 --> 00:40:50.740
analytics person. But anyway the
numbers cruncher but the but Darryl is
511
00:40:50.750 --> 00:40:56.590
a multiple threat. He does both
excellently. And he also uses Primal
512
00:40:56.600 --> 00:41:01.540
and he has written a new book called
Youtube formula where he goes into not
513
00:41:01.540 --> 00:41:07.620
only how to use Youtube's analytics And
work with those algorithms rather than
514
00:41:07.620 --> 00:41:12.310
try to hack them, which does not work,
which ultimately fails, but he a
515
00:41:12.310 --> 00:41:19.330
chapter 18 and devotes to primal
branding because he used primal too
516
00:41:19.710 --> 00:41:26.780
create the record breaking crowdfunding.
Some broke all records and raised over
517
00:41:26.780 --> 00:41:31.670
$10 million in crowdfunding using
primal Code creation story, create
518
00:41:31.670 --> 00:41:38.200
icons, rituals, sacred words,
nonbelievers and leader to do that. I
519
00:41:38.200 --> 00:41:42.040
will say it is you mentioned it before
the pre interview and I was like yes, I
520
00:41:42.050 --> 00:41:46.820
actually have this book, I've read this
book and it is a fantastic book.
521
00:41:46.830 --> 00:41:51.070
Anybody who's getting into video period
even if it's not, youtube needs to read
522
00:41:51.070 --> 00:41:54.560
the book, there's a lot that goes
beyond youtube. But of course anything
523
00:41:54.560 --> 00:41:58.430
youtube is like if anybody's getting to
youtube then this is like gonna be the
524
00:41:58.430 --> 00:42:02.750
bible. I thought the discussion, whole
discussion of how we used social media
525
00:42:02.750 --> 00:42:07.840
and not just do too by the way, but how
it integrates with how we used facebook
526
00:42:07.840 --> 00:42:11.760
and instagram and I'm leaving something
out. But anyway, the other social media
527
00:42:11.760 --> 00:42:17.050
as well is a perfect example of how you
distribute code across social digital
528
00:42:17.050 --> 00:42:20.500
and traditional media by the way
includes not just television
529
00:42:20.510 --> 00:42:26.220
advertising on tv but outdoor
advertising. Pr and so forth. So email
530
00:42:26.360 --> 00:42:29.460
Patrick, this has been a great
interview where can people connect with
531
00:42:29.460 --> 00:42:34.160
you online, Primal branding dot Ceo
Also we have a pretty good I think
532
00:42:34.170 --> 00:42:40.210
instagram at primal branding and you be
the judge and follow us please. And
533
00:42:40.210 --> 00:42:44.910
then of course those, I think those are
the two, but we also write on medium
534
00:42:44.910 --> 00:42:48.730
and I used to write for Forbes but I
got tired of that writing for medium
535
00:42:48.730 --> 00:42:56.300
now and yeah, google me Patrick, hanlon,
H A N L O N Yeah, fantastic. Thanks
536
00:42:56.300 --> 00:42:59.980
again for joining me on GDP growth. Oh
thanks a lot dan. It's been great
537
00:42:59.990 --> 00:43:01.320
pleasure being here. Thanks so much