How To Brand A Yeti Using Primal Branding

Patrick Hanlon
4 min readFeb 7
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…

Patrick Hanlon

Author of “Primal Branding,” “The Social Code,” writer on Forbes, FastCo, Inc., East Hampton Star. Founder