Did you know that Stanford University can point to over 5,000 companies that have their roots at Stanford? That list includes favorite companies like Google, Nike, Apple, Amazon, Netflix, LinkedIn, Uber, IDEO, Intel, Oracle, Hewlett-Packard, Charles Schwab, Yahoo!, Gap, Tesla, even the Special Olympics. These companies generate annual global revenues of $2.7 trillion, an amount equivalent to the world’s tenth largest nation.
Rituals are one of the seven pieces of Primal Code® identified in Primal Branding. The other pieces of Primal Code are Creation Story, Creed, Icons, Sacred Words (or Lexicon), Nonbelievers (or Pagans) and Leader.
Trust in traditional institutions has plummeted. Trust in corporations, government, and media are at all-time lows. And, of course, people still don’t trust advertising.
Content production becomes a brand-building machine when you overlay the matrix of Primal Branding®. The role of the Chief Content Officer is not only to outline the communications that help build usability and desire, but to help build the larger Brand story of what we want to become.
Understanding the difference between “bounded” brands and “unbounded” brands is how toddler companies become unicorns.
