What Is A Primal Dig?

A Primal Dig is a participatory event hosted by Patrick Hanlon, founder of Primal Branding?, during which Brand key stakeholders deconstruct their Brand into Primal Code(R). Brand key stakeholders can be defined many ways, but typically include Chairman, CEO, chief financial officer, chief people officer (HR), chief operations officer, chief brand officer, chief marketing officer, chief product officer, chief innovation officer, brand managers, communications teams, innovation teams, sales executives, operations, board members, public relations team, content creators, packaging team, and any others who might touch your Brand.

Some organizations invite their entire company.?"We have had three people and we have had 125 people," says Patrick Hanlon. Typically, Primal Digs are 3.5 hours long and include 15-35 persons.

Each Primal Dig is customized to match team objectives, with an itinerary that covers an overview of the current market situation, how to create a belief system, the Primal Branding construct and how to deconstruct and rebuild your Brand.

“When I did this nearly ten years ago at Sunrise Banks, every employee attended," shares Becca Hoeft, former Chief Brand Officer at Sunrise Banks.?"By the end of the Dig, everyone understood the brand story (which resulted in internal brand advocates). Also, there was an element of energy that came from the Dig for the entire organization – the Primal Dig is engaging (and fun)!” Sunrise Banks is a registered B Corp and has been included in Fast Company's "Brands That Matter" 2022/2023.

Whether you are a billion dollar brand or a lean start-up, the Primal Dig helps you focus on key points of differentiation so that Branding is not a cost, but drives organizational culture, enterprise value and market growth.

What are Primal Dig outcomes?

• ?“Branding” is no longer like molding fog.
• Your entire leadership team can take an abstract idea and, within minutes, create a company and design a compelling Brand narrative.
• Participants realize that your Brand is not your logo or website design. Brands are belief systems.
• Once you create a belief system, you attract people who share your beliefs. These people are not only customers or consumers, but also coworkers.?
• Primal Branding helps to build culture, culture creates performance. The Primal Dig is a launch point for internalizing Brand behaviors and leadership development.
• Your Brand becomes a performance-driven entity that creates purpose and value. NOTE: Outcomes are guided by client team and the process. For example, rebranding a 75-year old Brand trying to regain relevance might be different than a new product introduction or building an internal Brand community.

The Primal Dig is also a launch moment for a comprehensive forward game plan. This confidential plan outlines the Strategic Brand Narrative and activation alternatives to fit intentional outcomes.

Primal Branding is the energy behind your revenue engine.

FINAL NOTE: The Primal Dig is not another “been there, done that” marketing or branding exercise. CEOs have promised to “come for the first hour” and stayed for the day. As one participant remarked, “Primal cuts through traditional branding B.S.. Thank you!” Primal Digs have been conducted IRL and virtually, on every continent except Antarctica.

For more information, contact?primalbranding.co.

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