Patrick Hanlon is back and we dive into the DNA of brand. Even with the rise of AI and the changes happening in culture, the foundation remains the same. The DNA is branding. We explore the elements behind belief, community, and identity, and how they apply to both personal and business brands. We talk about what AI can and cannot do when it comes to storytelling, and why building real connection is still the core of any lasting brand. If you are navigating influence or trying to create momentum in a noisy world, this is your map.

• Primal Branding is about building belief, not just visibility
• The seven elements of the Primal Code create long-term brand value
• Storytelling is how humans connect and remember
• Personal branding starts with a strong, unique narrative
• AI can support your brand strategy but cannot replace human creativity
• Building a community creates more momentum than building a personal brand alone
• A clear creation story is essential to attract the right audience
• Performance marketing drives attention, but brand building drives loyalty
• People want something to believe in, not just a product
• It takes courage and consistency to lead a movement

00:00 Introduction to Primal Branding

07:43 Personal Branding as Identity

14:59 The Role of AI in Modern Branding

24:01 Storytelling as a Competitive Advantage

30:14 Navigating Performance Marketing and Brand Building

36:05 Why Preference Drives Growth

38:49 The Creation Story and Its Impact

42:24 Why Community Beats Personal Branding

46:06 The Second Follower and Building Belief

52:35 Patrick's Journey to the Primal Code

59:39 The Future of Branding in the Age of AI

Patrick Hanlon is the founder and CEO of Primal Branding, a strategic brand consultancy built around the breakthrough framework introduced in his book Primal Branding—a modern classic that’s become required reading at YouTube and a go-to playbook for marketers worldwide.

Hanlon’s core belief: brands are belief systems. In today’s world, where audiences are burned out on interruption and hype, Primal Branding offers a clear blueprint for building communities through story, meaning, and shared identity—not just pushing messages through a megaphone. His work bridges the gap between digital, social, and traditional marketing, providing the unifying theory behind content that connects and spreads.

Over the years, Patrick and his team have launched new ventures and re-engineered iconic brands across the globe. His client list includes Levi's, PepsiCo, Shopify, Fossil, Experian, PayPal, Yum!, Kraft, Bungie, Time Warner Cable, GOOD/Upworthy, Brave Software, and The United Nations.

A frequent keynote speaker and thought leader, Patrick has spoken at TEDx, IDEO, NYU, Parsons, the American Marketing Association, and more. His insights have been featured in Fast Company, Forbes, BusinessWeek Online, Inc., Entrepreneur, and NPR, and he has appeared on CNBC, Fox Business, and as a subject matter expert on branding in the documentary series The Kennedy Files.

LinkedIn: https://www.linkedin.com/in/patrick-hanlon-primalbranding/

Website: https://www.primalbranding.co/

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