Mais conteúdo relacionado Semelhante a Primal Branding Thinktopia® (20) Primal Branding Thinktopia®4. BUT BEFORE YOU
CAN BELONG, YOU
MUST BELIEVE IN
SOMETHING WORTH
BELONGING TO.
THINKTOPIA, INC. © 2001-2013
6. THEY ‘LIKE’ YOU AND
PREFER YOU ABOVE
ALL OTHERS.
THINKTOPIA, INC. © 2001-2013
8. THE PRIMAL CODE.
Listed in Top 10, Primal Branding is heralded as “not the same old branding B.S.”.
THINKTOPIA, INC. © 2001-2013
9. ALL BELIEF SYSTEMS
HAVE SEVEN ELEMENTS
FUNDAMENTAL TO
CREATING BELIEF. IT IS
THE “SYSTEM” THAT
CREATES BELIEF.
THINKTOPIA, INC. © 2001-2013
11. All belief systems have a story attached. Two guys in a garage building personal
computers. Two kids in a college dorm. A pharmacist who created a secret soft drink
formula. New York was founded by the Dutch. The creation story is the foundation of the
brand narrative, and answers the question, “Where are you from?”.
THINKTOPIA, INC. © 2001-2013
12. All belief systems begin with core principles. A mission statement that declares that all
men are equal. A belief in life after death. A belief that the state is supreme. A belief in the
Red Sox. A belief that you can be “the greatest t-shirt shop in the whole wide world”.
THINKTOPIA, INC. © 2001-2013
13. All belief systems create totems that are quick concentrations of meaning and
encapsulate who you are. The swoosh. The Stars & Stripes. The cross. The hammer and
sickle. Icons are the hand holds of any belief system, and can involve any of the five
senses: sight, touch, sound, scent and taste.
THINKTOPIA, INC. © 2001-2013
14. Rituals are the repeated interactions between those who believe and your product, or
service. Ritual replaces chaos with order. The vitality of a brand community comes from
the positive ritual engagements between your brand and your consumer or advocate.
THINKTOPIA, INC. © 2001-2013
15. “lol”
All belief systems create special vocabularies that define those who believe. And those
who do not. These lexicons have precious meaning. If you don’t “know the words”, you’re
not part of the group.
THINKTOPIA, INC. © 2001-2013
16. In order to have the yin of believers, there must be the yang of nonbelievers. By knowing who
the nonbelievers are, we help to define ourselves. Belief systems commonly define the
counter group, then proceed to vilify them (Democrats/Republics, Mac/PC, doves/hawks,
PlayStation/Xbox360, Baidu/Google, processed/organic).
THINKTOPIA, INC. © 2001-2013
17. All belief systems have a person who believed there was a better way to do things,
then transformed the world according to their own point of view.
THINKTOPIA, INC. © 2001-2013
18. THIS CONSTRUCT IS
WHY WE BELIEVE IN
PRODUCTS, IN PEOPLE,
IN ORGANIZATIONS, AND
IN OURSELVES.
©THINKTOPIA 2012
19. ONCE YOU CREATE THE
BELIEF SYSTEM, YOU
ATTRACT OTHERS WHO
SHARE YOUR BELIEFS.
©THINKTOPIA 2012
22. THERE ARE (AT LEAST)
4 TYPES OF COMMUNITY.
THINKTOPIA, INC. © 2001-2013
29. Apple
Creation story: Former HP employees Steve Jobs and Steve Wozniak
start building personal computers in a garage
Creed: Think different. No idiots allowed.
Icons: Apple logo, iPod, iPhone, iTunes, Steve Jobs, Apple store, Genius
Bar, Steve Jobs.
Rituals: Apple “S”, iChat, downloading, searching via Safari, buying
music on iTunes, loading pictures in iPhoto, etc. No ‘focus groups’.
Intense iterative product design. Confabs with Steve.
Sacred words: “Apple”, “iPod”, “iPhone”, “iMac”, “iCal”, “iTunes”,
“iPhoto”. “No dummies.”
Nonbelievers: PCs
Leader: Steve Jobs
® Registered trademark of Apple Corp
THINKTOPIA, INC. © 2001-2013
30. Lady Gaga
Creation story: Stefani Joanne Angelina Germanotta began
performing in the rock music scene of New York City's Lower East
Side. Her debut album, The Fame, was released on August 19,
2008. Its first two singles, "Just Dance" and "Poker Face" became
international number-one hits. The album earned six Grammy
Award nominations.. By the end of 2009, Lady Gaga released her
second studio album The Fame Monster, with the global chart-
topping lead single "Bad Romance", and embarked on her second
headlining tour of the year, The Monster Ball Tour.
Creed: individuality (I Was Born This Way)
Icons: her looks, her clothing, her music
Rituals: her concerts, photo shoots, appearances
Sacred words: “Lady Gaga”, “little monsters”, song lyrics
Nonbelievers: people who prefer Doris Day/Madonna, et al.
Leader: Stefani Joanne Angelina Germanotta
THINKTOPIA, INC. © 2001-2013
31. United States of America
Creation story: Discovered by Christopher Columbus. Settled by
Pilgrims. Declared independence in 1776
Creed: Freedom for all. Independence. (Capitalism)
Icons: American flag, White House, Statue of Liberty, Declaration of
Independence, the Constitution, the President
Rituals: voting, 4th of July, Thanksgiving, MLK Day, parades
Sacred words: “We the people”, “freedom”, “liberty”, “equality”
Nonbelievers: Fascists, communists, Al Quaida
Leader(s): Barack Obama, George Washington, Abraham Lincoln,
et al.
THINKTOPIA, INC. © 2001-2013
32. Civil Rights Movement
Creation story: Rosa Parks sat at the front of the bus in
Montgomery, Alabama
Creed: all men are created equal
Icons: picket signs, songs, photos of snarling police dogs,
Rosa Parks
Rituals: speeches, marches, nonviolent demonstrations,
registering to vote
Sacred words: “I have a Dream”, “We shall overcome”
Nonbelievers: racists, people who thought that change was
not possible
Leader(s): Rev. Martin Luther King & others
THINKTOPIA, INC. © 2001-2013
33. WE COULD ALSO SUGGEST THAT THE
FOUNDATION OF OUR SOCIETY IS BASED
UPON THE NOTION THAT TWO PEOPLE
“BELIEVE IN” EACH OTHER SO STRONGLY
THAT THEY ARE WILLING TO SPEND THE REST
OF THEIR LIVES TOGETHER.
HOW DOES THAT WORK?
©THINKTOPIA 2012
34. Romantic love
Creation story: “How did you guys meet?”
Creed: I love you.
Icons: rings, flowers, chocolates, cards
Rituals: dating, going steady, engagement, marriage,
Valentine’s Day
Sacred words: “I love you”, “honey”, etc.
Nonbelievers: single people, old boyfriends, old girlfriends, ex-
spouses
Leaders: both of you
THINKTOPIA, INC. © 2001-2013
37. WE ALL WANT TO
BE A PART OF
SOMETHING BIGGER
THAN OURSELVES.
©THINKTOPIA 2012
39. 7. It is the combination of all seven pieces of
primal code working together that creates
the belief that forms the community of
people who not only believe but belong.
This is what leading communities have
accomplished through great gut instinct,
having smart leaders, and through luck,
timing and determination.
THINKTOPIA, INC. © 2001-2013
41. TO CREATE COMMUNITY,
YOU MUST CREATE A
NARRATIVE FOR PEOPLE
TO BELIEVE IN AND
WANT TO BECOME A
PART OF. THINKTOPIA, INC. © 2001-2013
45. THE RESULT IS A STICKY
BRAND POWERED BY A
COMMUNITY OF STAUNCH
ADVOCATES WHO TINGLE
WITH EVERY BRAND
BREATH THEY TAKE. THINKTOPIA, INC. © 2001-2013
48. THINKTOPIA® IS AN
AWARD-WINNING
STRATEGIC INNOVATION
FIRM DEDICATED TO
CREATING COMMUNITIES
THINKTOPIA® HAS CONDUCTED BUSINESS ON EVERY
CONTINENT ON THE PLANET, EXCEPT ANTARCTICA
(WHICH GIVES US OUR STRETCH GOAL.
AROUND BRANDS.
THINKTOPIA, INC. © 2001-2013
THIN