the original social advocacy engine
Ask 100 people what a Brand is, and you’ll get 100 different answers.
“Primal” Branding uncovers the root code that attracts and brings people together. As human beings, we are hard-wired to cluster in groups, to associate with others, to build communities with common language, purpose, affinities and desires. For thousands of years, these human clusters have risen seemingly spontaneously and without reason. But we have discovered the pattern behind community building that has existed for tens of thousands of years. It is systematic, definitive, predictive, and triggers the essence of what it means to be human. It is Primal.
Primal Branding looks at brands as belief systems. Once you create a belief system, you attract others who share your beliefs. This is central to designing a purpose-driven word-of-mouth Brands in the 21st century. “Primal Branding” is also required reading at YouTube, one of the largest social communities on Earth, as the systematic strategy for designing advocacy and community. Since 2002, Primal Branding has been implemented on every continent, except Antarctica (our stretch goal).
OUR THINKING IS BASED UPON GLOBAL EXPERIENCE WITH INCREDIBLE PARTNERS.
THANKS FOR BEING ON THE PLANET.
WHAT PEOPLE ARE SAYING
“The home run is
Jon Bond, CHAIRMAN SITO MOBILE
KIRSHENBAUM BOND + PARTNERS
“Primal Branding HELPED US TAKE OUR PURPOSE-DRIVEN ENTERPRISE AND ARTICULATE OUR STORIES SO THAT WE ARE NOW RECOGNIZED, GLOBAL AND GROWING.”
DAVID REILING, CEO,
“Primal Branding CREATES CONSISTENCY WITH YOUR MESSAGE. WHICH IS HUGE.”
Isaac “Zeke” Muwaswes
HEAD OF CREATIVE & MERCH G-EAZY
former head of brand development Twitter
“Primal Branding is
my secret weapon.”
Rachel Lightfoot, PRESIDENT,
Catchfoot And Run
global brand strategist
“Primal Branding is a
that demystifies Brand.
It strips away all the
bullshit. Thank you!”
FORMERLY CMO 92Y
HOW WE CAN
People don’t want to hear what you have to say about yourself—these days, they want to hear what others have to say about you. (To hear what people are saying about Primal Branding, please scroll down.) We work with billion dollar Brands and those who want to become billion dollar Brands. We have been successfully launching new products and services—or re-engineering existing Brands, since 2002. Primal Branding is an essentially human construct. It works across cultures and border lines and deconstructs what your Brand is all about—then pieces it back together into a differentiated whole. People who collaborate with us quickly discover that whether we are seeking out new white space opportunities, trying to build an existing Brand, or figuring out the tough problem of how to move market share toward a new generation, our process is unique, explanatory, and rips open the curtain about what “Branding” means and how to execute. (Primal Branding has become the unifying strategic theory under which social, digital, traditional, experiences and other communications are executed.) We don’t talk about project successes online, but we can share this: all of our projects come because of word of mouth—and nearly everyone who has worked with us either has been promoted or moved on to a better place. Fun.
Your biggest problem as a startup isn’t about finding a big idea, getting funding, or discovering a great workspace. Your problem is that nobody cares. Nobody cares if you work hard. Nobody cares if your idea is better. Nobody cares if you belly flop. And it’s not their fault. It’s your fault. Because from the moment you have a new idea, your first job is to make them care. And the way to make them care to take your meaningless idea and make it mean something to people. To do that, you have to wrap it in a great story. Then wrap that story with an incredible vision that somehow transforms the ordinary world into something better than itself. There. Now go tell someone your story. And if their eyes shine and they get excited—make them your first hire. Forward.
The Primal Branding construct is required reading at YouTube because it systematically outlines how to create a personal brand. This is no different for Lady Gaga than it is for Jake Paul or for you. It all begins with the seven pieces of Primal Code strung into a narrative that is spread across social, digital and traditional media. Boom. Figuring out exactly how to do that is where we can come in. Just ask.
Gathering people to a specific place is also a function of Branding. There are reasons why people move to Brooklyn rather than live in Manhattan—or move to Silver Lake, CA rather than stay in Brooklyn. And not all of it has to do with real estate prices. Placemaking today is about creating narratives that build meaning and resonance in otherwise blah locations. Great, spirited metropolises like New York City, Paris, Shanghai and are embedded with the seven pieces of Primal Code. But so are smaller cities like Nashville, Milan and Salta. What distinguishes these locales for companies, people and trends that are moving around, is a purposeful combination of parts that hits both the rational and emotional parts of our brain that helps things to “make sense.” If you make more sense than someplace else, guess where we’re moving?
Today, it’s not enough that customers enjoy the products our company makes, it’s also important that we enjoy making the products our customers want. Today’s leaders find themselves asking the question, What kind of company would we have if the people who worked here actually believed in what they were doing? Would our company be the same as it is now, or would it be better? For most executives, the answer is the latter. Employees who do not understand their purpose within the organization will never be motivated, efficient, or highly productive. What it boils down to is meaning. Companies that people believe in are surrounded by cultures that provide vision, trust, empathy and relevance that resonate far outside their corporate campus. Primal Branding helps companies meld their mission, vision, values, and purpose into a single narrative that defines process, guides co-workers, drives ROI. and attracts people who share those same beliefs and goals. Luckily, our first project using Primal Branding was not for a CPG product, but to help refresh culture inside a tech firm. The primal code gives leaders the ability to manage the intangibles of their organization: the ways people feel, act, think and motivate themselves to success. After a few weeks, an employee at that tech firm stopped us in the hallway. “That was great what you did,” she said. “It’s better here now.”
Even nonprofits and dot orgs live in a competitive environment today, where differentiation and positioning are crucial. Transitioning from being meaningless to becoming meaningful doesn’t always require money. It does require constructive strategic thinking. Proof? We won the Gold Award for Ecotourism in Africa in 2016, working with the Naboisho Conservancy in Kenya with zero dollar marketing budget. Let us tell you how.
HOW WE MAKE BELIEF.
This is a deep dive into your company, with participants from your entire enterprise. We focus on your intentions, vision, mission and purpose. Using proprietary techniques, we deconstruct your Brand and then put it back together again. Participants learn what a Brand really is, and learn how to build one themselves quickly, purposefully, with a defined narrative that attracts others. We discover how to create a community that becomes so passionate about your success, they create it themselves. Every Primal.Dig is customized to your market or New Product Development opportunity. Outcomes includes a unified Strategic Brand Narrative, defined points of differentiation, agreed upon vision/values, future forward vision and the beginnings of designing your internal culture.
In today’s world, people don’t care what companies have to say about themselves, they care what other people have to say about the company. (Over 80% of people believe that what the company has to say is probably a lie.) So we bring in actual Users and customers to help us build, tear apart, rebuild and finally validate our direction in real time. This helps define NPD concepts and direct articulation in all communications. We have conducted sessions around the world: New York City, Paris, Tokyo, Moscow, Los Angeles. Outcomes are a defined strategic point of view, Strategic Brand Narrative, bottom of the funnel activations and a refined vision for incremental growth. Report within 7-10 business days. Ask for pricing.
The best way to be like us, is to become one of us. We certify people in strategy, social and digital media and even upgrade traditional advertisers. Primal.Certification firestarters are held inside companies and in cities around the world several times a year. Please ask.
Primal.Live events are special occasions where we bring ‘Primals’ together to share out new discoveries, new people, new places. Our first Primal.Live NeueHouse was held at NeueHouse in Manhattan, 2017 and people came from Paris, Mexico, and from all over the U.S. Primal.Live LAX was in Venice, California and attended by people from Google, YouTube, Tesla, a goop runaway, music and entertainment producers, and friends of Primal. Let us know if you’d like to attend by signing up at on our url. We promise not to spam you.