“An organization’s ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage.”
~ Jack Welch
Happy April – I hope you have a great and productive month!
Patrick Hanlon, author of “Primal Branding: Create Zealots for Your Brand, Your Company, and Your Future” once asked himself this: What is it that gets consumers to bond with brands like Google, Apple, Mini Cooper, Coke, Disney, Starbucks and Nike and not others?
In answering this question, Hanlon determined that there are seven distinct elements which shape people’s belief in a brand (whether your brand is a product, service, or organization) as follows:
- The creation story: All belief systems start with a story. (i.e., Google founded in a dorm room; Apple formed in a garage).
- Creed: All ideologies start with a set of core principles such as Nike’s “Just Do It” and the United States’ “All men are created equal.”
- Icons: Whether they are visual, sounds or smells, icons create belief in a brand. Think of the Nike swoosh or the Intel inside jingle.
- Rituals: Repeated interactions with a brand influence your belief in it, such as how customers feel when they enter a Starbucks or are greeted at WalMart.
- Pagans, or Nonbelievers: Stating who you are not (i.e., Taco Bell saying “think outside the bun,” and Apple Computer saying “Think Different.”) build belief in your brand.
- Sacred words: Belief systems come with unique words that must be learned in order to “belong.” Such terms include iPod, BigMac and double decaf latte.
- Leader: Successful belief systems have visionary leaders that surpassed the odds, such as Richard Branson, Mahatma Gandhi, and Bill Gates.
How well does your brand do in satisfying the seven elements of the primal code? Can you improve it?
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Today’s Question: Which company recently overtook Google as the world’s most valuable brand (and now is the world’s largest company by market capitalization at $418 Billion)?
Previous Question: On a hunting trip in the Alps in 1941, George de Mestral was intrigued by burdock burrs (seeds) that kept sticking to his clothes and his dog’s fur. After subsequent observations and trials, what did he invent?
The word “velcro” is a blend of the two French words velours (‘velvet’), and crochet (‘hook’).
Many great ideas and inventions are all around us. We always need to keep our eyes, ears and minds open to them.
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