A Brand is a Belief System

A Brands Primal Code
1. Creation Story
2. Creed
3. Icons
4. Rituals
5. Pagans
6. Sacred Words
7. Leader

1. Creation Story
Two guys named Steve who started building
personal computers in their parent's garage.
Founded in Eugene, Oregon by track and field coach
Bill Bowerman and a middle-distance runner Phil
Knight. Bowerman manufactured running shoes in his
home using liquefied rubber and his wife’s waffle iron.
Jim Casey borrows $100 from a friend to start the
American Messenger Company in Seattle, Washington.

1. Creation Story

1. Creation Story
?
Ray Kroc

2. Creed
what you believe in
Just Do It!

3. Icons
All belief system have icons - quick flashes of meaning
that sum up who you are and what you're about.

4. Rituals

5. Pagans
All belief systems have a set of non-believers.

5. Pagans
All belief systems have a set of non-believers.

6. Sacred Words
Double Tall, Sugar Free, Vanilla Soy Extra Hot Latte

7. Leader

A Brands Primal Code
the primal code creates
organizations, products and
services that people believe in.

Belief System =
trust, relevance, vision, values, leadership.

Great brands create a culture of belief!

A Brand is a Belief System

amazon.com
thinktopia.com