Comments on: Driving Customer Loyalty Through Emotional Involvement https://www.corporate-eye.com/main/driving-customer-loyalty-through-emotional-involvement/ ...compare, compete, excel Mon, 04 Jan 2021 12:26:47 +0000 hourly 1 By: Customer Retention https://www.corporate-eye.com/main/driving-customer-loyalty-through-emotional-involvement/#comment-10690 Thu, 03 Jun 2010 18:50:14 +0000 http://www.corporate-eye.com/?p=535#comment-10690 Matt Tuley, thanks for your response. When you apply your primal branding code to Star Trek it makes a lot of sense. Thanks.

]]> By: Matt Tuley, Laptop for Hire https://www.corporate-eye.com/main/driving-customer-loyalty-through-emotional-involvement/#comment-144 Thu, 19 Jun 2008 16:27:40 +0000 http://www.corporate-eye.com/?p=535#comment-144 I recently reviewed a book that deals with exactly this issue, but explores just why some brands are able to cultivate this loyalty and some aren’t. According to the author, it boils down to successful brands having all seven pieces of what he calls a “primal branding code.” Sounds cheesey, but actually makes sense.

Applied to Star Trek:
• The Creation Story: Show with mediocre initial success explodes in popularity in reruns
• The Creed: “To boldly go where no one has gone before”
• The Icons: Enterprise, the arrow insignia, Vulcan greeting…
• The Rituals: Conventions
• The Pagans, or Nonbelievers: Star Wars fans, people who dislike science fiction
• The Sacred Words: “Beam me up, Scotty,” “He’s dead, Jim”
• The Leader: Gene Roddenbury, perhaps also the shows’ captains

The book is Primal branding by Patrick Hanlon.

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