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The Smashing Intersection Of Roland Barthes And Primal Branding
Roland Barthes was a French literary theorist and philosopher who made significant contributions to the fields of semiotics, the study of signs and symbols. He argued that myth was a form of language that used these elements to convey cultural values and beliefs. Myths were often naturalized and taken for granted; they are not regarded or analyzed, they become life.
Primal Branding®, on the other hand, is a framework developed by Patrick Hanlon that looks at brands as groups of people gathered around a central belief system. Belief systems are a constellation of seven key elements that are at the root of building communities of people (commonly identified as fans, audiences, communities, consumers, voters, friends) that surround products, places, or people.
These seven elements, identified as Primal Code®, include Creation Story, Creed, Icons, Rituals, Sacred Words (or Lexicon), Nonbelievers (or Pagans) and the Leader. This constellation of parts is responsible for building the strong emotional connections between people, the communities they identify with, and their ultimate sense of belonging.
