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Primal Need

This author knows just how consumers bond with brands.

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

Ever wonder why one particular '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, , and , 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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