PATRICK HANLON is chief executive officer of THINKTOPIA®, which he started in 2002.
is acknowledged as a leader in community innovation and integrated brand development.
book Primal Branding: Create Zealots For Your Brand, Your Company
And Your Future, published by Simon & Schuster
has been translated into several languages and is included as marketing curriculum at progressive universities around the world including UC Berkeley/Irvine
, Johns Hopkins University
, CENTRO de diseño, cine y television, and elsewhere.
YouTube cites the Primal Branding construct as one of their "best practices".
"I was digging in my garden in Wilton, Connecticut, when I first conceived the premise for primal branding," remembers Hanlon
"I was thinking about why we believe in some products and companies, but not in others.
I realized that belief was core to it all and that what defined those great companies was defined by a pattern that included rituals, icons, creed, creation story, nonbelievers (pagans), a special language understood by those who believe, and a leader.
This was the summer of 2001 and predated the many social communities that exist today.
But the construct remains the same."
At THINKTOPIA®, Hanlon
defines how communities are created and propelled as he
helps leaders get unstuck, develops new markets, and husbands a roving troupe of social anthropologists, cultural enthographers, trend spotters, research analysts, venture catalysts, graphic designers, urban planners, innovation experts, videographers, stylists, retail experientialists, cool hunters, forensic researchers, and defines the future of the future as they solve for client opportunities.
has been a guest speaker at IDEO
, HP Brand Innovation Series
, Urban Land Institute
, New York University
, American Marketing Association
, Parsons School of Design
, Brandworks University
, Institute for International Research
, Best Buy
, Young & Rubicam
, the American Marketing Association
, the Direct Marketing Association Leadership Council
, the Outdoor Advertising Association of America
, Syracuse University
, American Advertising Federation
, Asociacion de Ejecutivos De Ventas y Mercadeo and elsewhere.
has been quoted in Fast Company
, Business Week Online
, Inc. magazine
, and on NPR.
He has been a featured guest writer for Adweek and Advertising Age, and is currently an online contributor for Forbes magazine.