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Primal Need

This author knows just how consumers bond with brands.

This story appears in the February 2006 issue of Entrepreneur. Subscribe »

Ever wonder why one particular brand's product resonates with consumers while the same product from a competing brand evokes zilch? Skip the speculation and look to Patrick Hanlon, founder and CEO of Minneapolis-based idea--engineering firm Thinktopia. An executive who has worked on campaigns for the likes of Absolut, Barnes and Noble, Best Buy, Ford and Samsung, Hanlon explains in his new book, Primal Branding, how your brand can "bond" with customers by creating an emotional attachment.

Entrepreneur: In today's marketplace, why do customers need to feel bonded to a brand?

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