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Primal Need This author knows just how consumers bond with brands.

By April Y. Pennington •

Opinions expressed by Entrepreneur contributors are their own.

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

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

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