by Robert
Positing that "a brand is a belief system," Hanlon, founder and CEO of
"primal branding" company Thinktopia, throws a reverse spin on the
12-step addiction recovery program to trumpet his 7 steps (called "key
factors") to inspire consumer addiction. His formula has vaguely mythic
qualities: successful brands, he argues, come with a creation story, a
creed, rituals, icons, sacred words, non-believers and a leader who’s
overcome stiff opposition. The similarities to religion (Hanlon prefers
"culture of belief") will pique the thoughtful reader, but Hanlon’s
recounting of familiar business success stories (UPS’s story, Lou
Gerstner’s turnaround of IBM) seems at odds with a book blurbed as "not
the same old branding B.S." Though much of the book is the simple
recasting of age-old branding tenets (Hanlon’s "creed" is
interchangeable with "slogan"; "icon" with "logo"), Hanlon’s energetic
case for thinking differently about common practices makes for a
rousing read.