How To Brand A Yeti Using Primal Branding

If we can create belief around things that aren’t even real, we can do it around IRL products, people, places and things. Illustration: Terri Kasuba

Branding is a process of attracting community around a person, product, place or “thing.” The most strategic and surefooted way of accomplishing this is Primal Branding®, a systematic approach to building narrative that can be deployed to become a desirable brand surrounded by adoring fans.

(Primal Branding is required reading at YouTube and has its own chapter in The YouTube Formula by…